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JANUARY 1950 • $8.00 a Year
Railroads need
better radio — p. 30
Backstage at Lennen & Mitchell — p. 21
A N os aaoA *3N
7<:w, ° 08N
S3O03H S WW
6LVZI 09-01
s, .
TV Critics
Club
page 32
commercials
page 26
Behind the
scenes
page \
.J*
\
^JW-* "*"**
How to up
deposits
page 28
TV Results
page 38
Mr. Sponsor:
Van Bomel
page 16
Mr. Sponsor
Asks
page 36
?
page
18
New &
Renew
page
1
Compjra
graph
page
1
page ij
Applause
pagi
HOW TO PUT
YOUR BEST FOOT
FORWARD
IN RICHMOND
(
If you're looking for national sales you can't
overlook Virginia's first market.
Fast expanding Richmond is well worth knowing.
It's a city of traditions, a city of pride. It's
a city with a heart.
Throughout the metropolitan Richmond market you'll
discover that The First Stations of Virginia command
a respect and warmth that add up to advertising results.
There are good and understandable reasons for this.
Any Blair man will be glad to explain them.
Havens & Martin Stations are the only
complete broadcasting institutions in Virginia.
WMBGam
TV FIRST STATIONS OF VIRGINIA
Pioneer NBC outlets for Virginia's first market.
Represented nationally by
John Blair & Company.
TS.. .SPONSOR REPORTS. .
..SPONSOR REPORT
2 January 1950
Spot volume soon
may pass network
Rail vs. air
advertising battle
looms
At present expansion rate national spot volume may pass national net-
work in two or three years. In 1948 spot moved up to $14,800,000,
from $91,000,000 in 1947. After summer slump, it gained again last
fall and is expected to show $110,000,000 for year 1949. Four coast-
to-coast networks meanwhile billed-after discounts-$133,000, 000 in 1947
and 1948, and dipped in 1949 about 4% to about $128,000,000. Local
broadcasting followed retail sales trend down 5-7 per cent.
-SR-
1950 may be big year for rail air advertising as a result of airlines
aggressive drive for passenger business. Railroads have been feeble
air advertisers to date; airlines somewhat stronger. Television will
be used by many in both categories because of travel picture possi-
bilities (see page 30).
-SR-
With stations reps at year's end busier than ever getting contracts.
Some estimates place national spot in first half of 1950 at 15-20
per cent above first half of 1949. Foods, soaps, drug products (in-
cluding antihistamine cold tablets) and watches lead the parade.
Motor makers will use spots not only to announce new models but for
sustained campaigns. One watch company, Longines-Wittnauer, is re-
ported dropping two network shows to return to spot.
-SR-
More Chiquita Chiquita Banana is gaining new applause for United Fruit as it cau-
Banana public tions New Yorkers on the necessity for conserving water. Chiquita
service frequently pitches in on public service jobs these days.
Estimates see
spot up 15-20%
Mitchell urges
harder selling
Networks start
Happy New Year
-SR-
Aggressive, intelligent selling turned tide of receding business
in broadcasting in 1949, said Maurice Mitchell, director of BAB, in a
year-end report. Many broadcasters discovered, he said, that "poten-
tial advertisers in every market just weren't being asked to buy
broadcast advertising. If broadcasters continue to use every avail-
able selling tool, on every available advertiser, 1950 will see new
record established."
-SR-
Final figures are expected to show NBC ahead of CBS in 1949 time
billings. But CBS announces new business starting in January will
total $3,800,000 on annual basis.
SPONSOR, Volume 4. No. 1. 2 January. 1950. Published biweekly by SPONSOR Publication! Inc.. 3110 Elm Ave. Baltimore 11. Ml Executive. Editorial. (Mr. illation
Office 510 Madison Ave. N Y $8 a year In V S. $9 elsewhere. Entered as second class matter 29 January 1919 at Baltimore. Md iiostoffire under Act 3 March ls79
REPORTS. . .SPONSOR RE PORTS. .. SPONSOR R
Mutual sells
$3,000,000 time
Coincident with denial of report Mutual network would be sold to
Metro-Goldwyn-Mayer Pictures, Frank White, MBS prexy, announced net
has sold $3,000,000 time on annual basis. In first nine months of
1949 MBS revenue was down 11 per cent from paralled period of '48—
but Mutual is optimistic about new year.
-SR-
Woods stresses Mark Woods, president of ABC, emphhasized video in annual statement
TV expansion but added that, ABC has been "equally vigorous in the field of radio."
Net announced its daytime mystery (SR, 19 December) will be "Hannibal
Cobb," half-hour, five-a-week afternoon show. . . ABC revenue was down
in 1949, and reports still persist net may be sold.
-SR-
Stanton boasts
high ratings
Frank Stanton of CBS found plenty to crow about at year's end in cur-
rent Nielsen and Hooperatings , where CBS respectively had 16 of the
top 20 and nine of the top 15 nighttime programs. "Time sales for
both radio and TV in 1949", he pointed out, were highest in company's
history.
-SR-
FCC reports
more stations
FCC reports these stations on air at year's end: AM, 2072; FM, 740;
TV, 94. Deletions include 60 AM, 204 FM, and 12 TV stations. Con-
struction permits are pending for 320 AM, 48 FM and 354 TV stations.
-SR-
Union network
signs up K-F
Kaiser-Frazer has become first "union network" sponsor, effective 2
January, with news commentaries on six-stations: WFDR, New York; KSMV,
Los Angeles (both owned by Ladies' Garment union) ; WDET, Detroit, and
WCU0, Cleveland, owned by United Auto Workers; WCMF, Washington, co-
operatively owned, and WFLN, Philadelphia. Some 75 stations are now
either owned by unions or run by groups friendly to them.
-SR-
ILCWU matches
Pope bid for WINS
International Ladies' Garment Workers' Union has matched Generoso
Pope's $512,000 bid for purchase from Crosley Broadcasting of 50,000-
watt WINS, New York. ILGWU already owns FM station WFDR there, and
Pope, Italian Language newspaper publisher, owns WHOM.
-SR-
Ncws broadcasts
get more interest
WOR has found in study of average ratings of major news programs
covering last eight years in New York that "more people spend more
time listening" to such programs now than during early part of World
War II, and "average rating for all 15-minute newscasts currently tops
average for comparable months in all war years."
Please turn to page 34
SPONSOR
LAT£ AGAIN ?
CALL, WIRE, WRITE FOR INFO ON RADIO'S
ONLY NEW AND PROVEN TRANSCRIBED SERIAL -
"SECOND SPRING"
Also Great Musicals
PLANTATION HOUSE PARTY HOSPITALITY TIME EDDY ARNOLD SHOW
RADIO PRODUCTIONS, INC.
MONOGRAM BUILDING NASHVILLE 3, TENNESSEE
SALES AGENCY: MONOGRAM RADIO PROGRAMS, INC.
CHICAGO
AN 3-7169
NASHVILLE
4-1751
2 JANUARY 1950
Vol. 4 no. 1
2 January 1950
FEATURES
Sponsor Reports
40 West 52
On the Hill
New and Renew
Mr. Sponsor: L. A. Van Bomel
P.S.
Mr. Sponsor Asks
TV Results
Comparagraphs
Sponsor Speaks
Applause
1
6
8
13
16
18
36
38
47
62
62
President & Publisher: Norman R. Glenn
Secretary-Treasurer: Elaine Couper Glenn
Managing Editor: Ellen L. Davis
Senior Editors: Frank M. Bannister, Irving Marder,
Hope Beauchamp, Miles David
Assistant Editors: Joe Gould, Fred Birnbaum
Art Director: Howard Wechsler
Vice President in charge advertising: Norman Knight
Advertising Director: Lester J. Blumenthal
Advertising Department: Jerry Glynn, Jr. (Chicago
Manager), Edwin D. Cooper (West Coast Man-
ager), M. H. LeBlang, Beatrice Turner
Business Manager: Bernard Piatt
Circulation Department: Emily Cutillo, Victoria
Woods
Secretary to Publisher: Augusta Shearman
Office Manager: Olive Sherban
Publlihed biweekly by SPONSOR PUBLICATIONS INC. Ki •
ocutlio, Bdllorlll, •ml Advcrtlilng Odlro: 40 Weil 52 Street.
New York la. N v. Telephone: I'lia 3-6216. Chicago OIBce
360 N MMilgan Avenue Telephone: Financial 1566. Print-
ing Offlre: 311(1 Klin Arc. Baltimore 11, Md Huhirrlpllona:
I'nlled Hlalci JK ■ year Canaila and foreign $9. Single roplcn
sOc Printed In r s ,\ Addrc all correepondi i 10
Madiaon Arcnue N'ch York 20, N Y Copyrigl
SP0N80R PUBLICATIONS INC.
Backstage at
Lennen & Mitchell
Radio saves the
day
Hottest thing in
radio
Louisville's
Mr. Sponsor
Railroads need
better radio
Before you junk
your commercial
Jingles graduate
to TV
The waiting
farm market
After midnight
programing
Critique
on Co-op
Lightning that
Strikes
ARTICLES
How a top-flight agency approaches prob-
lems of client, solves them by integrated
effort
The big flood looked likely to cancel Joske's
sale of the year, till radio came to the rescue
If there are still a few sponsors who have
no singing commercials on the air, chances
are they'll follow the trend in the near
future
How a radio-wise Louisville Savings & Loan
association boosted deposits from $25,000
to $31,000,000
Sponsor survey reveals haphazard thinking
on broadcast advertising is no boon to na-
tion's roads
Analysis of reactions of 1,000 members of
TV Critics Club show that the commercials
they like best don't necessarily sell them
on the product
IN FUTURE ISSUES
Production problems are a major headache,
but sponsor-agency execs can take a bow
on the quality of the work produced to date
Farm income and demand for electrical
appliances hit an all-time high, but radio is
generally missing the boat
What goes on the air after 12 o'clock, who
sponsors the programs, and who listens
Co-op radio is growing
wrong way
but often in the
All-radio presentation film will be fully de
scribed in SPONSOR'S Souvenir Edition
21
25
26
28
30
32
1
16 Januar
16 Januar
16 Januar
16 Januar
30 Januar
$&&&
makes mornings merrier!
WGY area listeners get a merry
start for the day, every morning,
Monday through Friday between
7:15 and 8:45. That's when master
showman, EARLE PUDNEY, takes
over for an hour and a half, with
a combination of piano, vocals,
and favorite recorded selections.
Advertisers get a break too. Com-
mercials are woven neatly into the
fabric of the show with carefully
planned intros and segues. The
outcome — better listening — more
listeners — tangible sales results.
CUNTON
43
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NEWARK*^.
Amboy
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Long Branch
SlAsb.ry Pork
StNeotune
SCAlf or MUfS
I =
Our name is Wideman. We are one of 65,310
radio families that live in Albany County. Last
year the four of us spent 3300 dollars for
necessities. With two children, our household is
a busy place in the morning — but not too busy
to include Earle Pudney of WGY at the break-
fast table. His wonderful piano playing, singing
and general comment help make our mornings
merrier. I hear him at home and during the
16-mile drive to my place of business. Plum
puddings to Pudney!
BMB— STUDY NO. 1—1946
Represented Nationally by NBC Spot Sales
l A^UC
CENERAL ELECTRIC STATION
KEY TO SYMBOLS
* Over 250,000
100,000—250,000 • 50,000—100,000 ® 25,000 — 50,000
10,000-25,000 O Under 10,000
ITS EASY,
IF YOU
KNOW HOW!
A,
L t KWKH we don't know how to do handstands, or
"fingerstands" either, but we do know how to get and
hold the greatest radio audience in our booming four-
state area.
Shreveport Hoopers prove that KWKH gets the
greatest Share of Audience in our great metro-
politan market. Oct. -Nov., '49 figures, for in-
stance, showed a 41.5% greater Share of Audi-
ence than Station B for Total Rated Periods.
Mail-pull figures, paid attendance at "live"
shows and BMB percentages prove that KWKH
is tops with the rural audience, too.
By any measurement, KWKH is the best buy in this rich
Southern market. May we send you all the proof?
KWKH
50,000 Watts
CBS
Texas
Arkansas
Mm' ■ •____•
ISSISSIppI
40 West 52nd
MAIL ORDER SELLINC
^ our story "Is Mail Order Good for
Radio" seems overly charitable to the
station practice of selling time on a
per inquiry basis. From personal ob-
servation I submit that current abuses
are harming station reputations and
disturbing thoughtful advertisers who
pay card rates.
Only yesterday my wife mentioned
the keen dissatisfaction of a friend
who bought a tablecloth through one
of these P.I. ads. No outright false-
hoods may have been told, but the
cloth received was not hemmed, it had
several other demerits which I have
forgotten, and the purchaser said she
would never again trust anv advertis-
ing she heard on that station.
This was not a struggling station; it
was upper crust. Clearly its censor-
ship of copy is not what it is cracked
up to be.
Oliver B. Capelle
Sales Promotion Manager
Miles Labora'ories
Elkhart, Indiana
In view of the fact that many radio
stations owe a substantial share of
their billing to mail order accounts,
and at the same time provide a genu-
ine service to their listeners, I think
your recent article on the subject was
realistic, informative, helpful and con-
structive, showing as it did, both pros
and cons of the situation.
Hubert K. Simon, President
11. K. Simon Advertising
New York City
We've read with interest the article
in the December 5th issue concerning
the stations which accept percentage-
of-inquiries deals. Would you be good
enough to let us have a list of stations
in this mail order network?
Jack L. Levin
Louis E. Schecter Advertising
Baltimore. Maryland
• l.isl <>T MO> station., is not n\ nil .|M< I.ul fur-
ther inforni.it ton ma, hi- obtained by »nhii:' to
Mail Order Network, llln Broadway, N.%. York.
The Branham Company, Representatives
Henry Clay, General Manager
READING VS. LISTENING
Kecenth. \ou sent us a reprint from
si'c»\M>l< Magazine containing "Read-
ing vs. Listening" 1>\ Dr. Lazarsfeld.
It made such a favorable impression
on our sales statT that the men are
SPONSOR
TON-SALEM
How To Lose An Account
A Winston - Salem dry
cleaner, using WAIRadio ex-
clusively, cancelled his news
strip. Reason: He outgrew
his plant and could not
handle the increased busi-
ness WAIRadio brought. We
lost this account for six
months. Now he's back on
the air, the new plant in
operation and business is
booming.
NORTH CAROLINA
National Rep: Avery-Knodel, Inc.
in Sound
Reproduction
UNO-WORTH
IMG-WORTH
FEATURE PROGRAMS. I in
113 WEST 57th STREET,
NEW YORK 19, N. Y.
Network Calibre Programs
at Cocal Station Cost
2 JANUARY 1950
clamoring for additional copies which
they can put in their sales kit. If it
would not be imposing on you too
greatly, please send us ten additional
reprints, if you still have them avail-
able. I assure you they will he great-
ly appreciated by all of us at WQAM.
Harky Camp
Asst. General Manager
WQAM, Miami, Florida
MAXON INQUIRIES
\\r have been unable to scare up a
November issue of SPONSOR — appar-
ently your story on Gillette is the
cause for disappearances! If you have
a spare copy, we would certainly ap-
preciate having it.
Jean llERLim
Merchandising Dept.
Maxon Inc.
Detroit, Mich.
In In your article "The Forgotten
15 Million" in the October 24th issue
you say "Negro disc jockeys . . . have
now multiplied to more than 100.'
Have you even a partial list of the sta-
tions with programs slanted to the Ne-
gro market? I am particularly inter-
ested in the stations of Illinois, Miss-
ouri, Kentucky, Tennessee, Arkansas,
Oklahoma. Louisiana, and Mississippi.
Aside from WDIA in Memphis most
of those we heard about are north of
the Mason-Dixon line.
Preston H. Pumphrey
Maxon, Inc.
New York City
• SPONSOR has ... . - ...... I to send a lint of Negro
disk jockeys to Mr. Pumphrey.
MORE RE BMB
I'd like to congratulate you on the
excellent presentation of the story on
BMB in your November 7 issue. I
think that you have comprehensively
and forcefully told a very important
story.
Roger W. Clipp
General Manager
WFIL, Philadelphia
FARM FACTS
Congratulations on
Facts Handbook."" It
treatment of COMMERCIAL
casting in the farm field that
ever seen.
i Please turn to page (ill
your "Farm
is the finest
broad-
[ have
WTAL
TALLAHASSEE
5000 Watts — Day and Night
the ecu tor of
Capitaland
Serving
and
Selling
12
I iniii i|iii Counties
and
11
Florida Counties
Ask your John Blair
man to tell you the full
story on Capitaland and
North Florida's most
powerful radio voice —
WTAL!
WTAL
TALLAHASSEE
L. Herschel Graves, Gen'l Mgr.
John H. Phipps, Owner
FLORIDA GROUP
Columbia
Broadcasting
System
fj,
OK THE HILL
Taxes and investigations
slow growth of business
While Senator O'Mahoney's committee is trying to find
out what can be done to get risk capital flowing again in-
to the bloodstream of business, other governmental factors
at the start of 1950 tend to impede economic progress.
High "luxury" taxes, for example, are still in effect. Sec-
retary of Commerce Sawyer has proposed a new inter-
agency committee to study "monopoly," and the Justice
Department is piling up testimony in its anti-trust action
against the A&P stores. Both the FTC and Food and Drug
Administration have started inquiries into advertising
claims for the new anti-histamine cold "cures.'"
But, somehow, business
still forges ahead
Despite restraints and uncertainty, the business indexes
move into a new half-century on a sharp upward trend.
Business Week's index not only shows recovery of all the
ground lost since the steel strike started in October but
currently is at about the level of last March.
South and West lead
in economic progress
In the I'Mll-W period, business in the Southeast. Southwest
and Far West moved ahead much faster than the national
average the Commerce Department reports. The number
of business concerns in the country increased 913.000
over the five-year period, totalling 3,935,000 at end of
1949. Forty-eight per cent of this increase was made by
these three areas. Florida, Arizona and California led
with respective gains of 71, 67 and 59 per cent.
Color and UHF decisions
will spark TV expansion
Sometime next spring the FCC probabl) will adopt policies
ending the freeze on new VHF T\ stations and releasing
I I IF and color. I!\I \ has been getting commissioners' re-
actions to a proposed new National Television System
Committee to formulate eoloi standards. FCC will resume
hearings on all three questions 20 February. Meanwhile.
even without decisions on them, industry generally agrees
thai 1,500,000 to 5,000,000 TV sets will be sold in 1950.
Iln- would double the number now in use.
Heinz, CF credit sales
rise to advertising
The Justice Department's suit against A&P continues to
bring forth some interesting figures. Howard Heinz, presi-
dent of H. J. Heinz Company, said that of his 1949 volume
of $126,146,500. advertising represented 5.2 per cent.
Charles G. Mortimer of General Foods credited advertising
with a major part in lifting GF sales in 10 years from
$135,000,000 to $500,000,000 annually.
Some increase seen
in 1950 ad budgets
Advertising budgets in 1950 will "at least equal 1949's
outlay." the W all Street Journal has concluded, and "final
decisions may boost the total above 1949." Increases are
expected, among others, by General Motors. Ford. Kaiser-
Frazer, National Airlines, International Silver, and du
Pont. Association of American Railroads and New York
Central, however, are among advertisers currently reducing
budgets. VanHeusen shirts will spend a record $1,000,000.
Paul Willis predicts
more food advertising
Total food store sales in 1949 were about $30.2 billion, as
compared with $30.5 billion in 1948 — the decline being
due to "lower prices rather than to decreased tonnage
sales." said Paul S. Willis, president of Grocery Manufac-
turers of America. He lound a "hopeful outlook" for
1950: Aggressive manufacturers will increase their ad-
vertising as the sale becomes harder to make.'"
Advertising Council starts
"half-century" campaign
The Advertising Council reviews the economic progress
of the last half-century and suggests how the trend can be
continued, in a campaign guide for 1950. Titled The Bet-
ter We Produce the Better We Live it offers advertising
ideas and general plans for campaigns o nthis theme.
Broadcast messages on this theme thus far total more than
two Billion listener impressions.
Sawyer proposes single
agency on transportation
The Government is "fostering and promoting competition"
in transportation on one hand and restricting it on the
other. Commerce Secretary Sawyer pointed out in a 100-
page report to President Truman. The railroads have long
complained of the "unfairness" of government subsidies
to airline-, water carriers and trucks and buses, through
outlays for road-building. Mr. Sawyer asked formation of
a sigle government agenc) to handle subsidies and other
promotional activities for all forms of transportation.
D. C. Commission puts
okay on transit radio
District of Columbia Public I tilities Commission has dis-
missed ilv investigation of transit radio, and has ruled that
musc-as-you-ride "is not inconsistent with public con-
venience, comforl and safety." Washington Transit Radio.
Inc.. has equipped 212 buses and trolley cars with transit
radio, and plans extending it to 1,500 more.
8
SPONSOR
Over 500 have already subscribed lo the
ALL-RADIO PRESENTATION
HOW ABOUT YOU?
The eagerly-awaited ALL-RADIO PRESENTATION film
is almost ready for release— ready to sock borne its mes-
sage throughout tin- length and breadth of America, sell-
ing Radio to all types of advertisers everywhere. The offi-
cial preview will be February 1. with nationwide release
on February I").
So if yon haven't subscribed— as 500 already have— note
thai this is the LAST CALL! Only subscribing broadcasters
will be able to present this convincing, fact-filled motion
picture, different from anything ever prepared before— a
film that actually shows Radio at work selling goods!
The dosing date for all subscriptions is February 15. Cost
is low in ratio to your station's billings, and you'll have
available three different editions on 16 mm. sound film
(or 35 mm. if desired):
■Jf a 45-minute edition that puts the full story of Radio
before any audience of businessmen, up to the topmost
management, right in your own community.
■X- a 20-minute version for showings at sales meetings, and
business organization luncheons such as Chamber of
Commerce. Kiwanis. Rotary, etc.
# a 20-minute educational edition for showings at schools,
P.-T.A. meetings, women's clubs, etc.
Radio has kept silent about itself long enough. Join the
chorus. Speak up and help ALL 1\M)I() sing \LL the
praises of Americas greatest advertising medium. Send in
the coupon right away for complete details on how ^ 01
can join the rest of the industry in benefiting from the
All-Radio Presentation.
ALL-RADIO
PRESENTATION
COMMITTEE
THE COMMITTEE- Gordon Gray, WIP, Chairman - Maurice B.
Mitchell, ItAlt — Herbert 1.. Krueger, WTAG, Treasurer — Eugene S.
Thomas, WOIC— Leonard Vsch, WBCA III.- Itterberry, K< k\
Lewis Avery, Avery-Knodel -Will Baltin, TBA Bond Geddes, RM \
— IvorKenway, \H<: Harrj Maizlish, KFWB— W.B.McGill.West.
inghouse Stations -Frank Pellegrin, Transit liailm. Inc. -Victor M.
Ratner, It. II. Mac] — Uanque E.Ringgold, Edward I *<• i r > \ Co. —
Erring Rosenhaus, WAAT — F. I.. Spencer, Jr., Hollingbery Co. —
George- \\ all ace, NBC— Ralph \\ eil, \\ U\ .
THE ALL-RADIO PRESENTATION
tells Radio s unique story to nil adver-
tisers on a scale that no one station or
network ever could.
shows how Radio helps build and main-
tain good business in the smallest as well
as largest of communities.
demonstrates what a money-saving buy
Radio is.
stresses the enormous size of the Radio
audience and the intensify of its listen-
ing attention.
sells Radio as the most practical way of
reaching more customers til less cost.
The ALL-Radio
Presentation Committee
Yessir, I do want to be part of the ALL-Radio Presentation. Please
send me further details on how I can subscribe at once.
Name
Station
Address
City_
-State-
Send your coupon to:
Broadcast Advertising Bureau
270 Park Avenue, New York 17. N. Y.
Travelings
I
Entertainment has always drawn a crowd.
The crowd has always sought it. or waited for
it to come to them. Wherever there was
a crowd, there were customers. And wherever
there were customers, there were people with
tilings to sell. (A crowd that was /it a good
mood always bought more).
Todav the entertainer still gets the crowd.
only he gets it faster and bigger.
Through radio he reaches crowds of ten and
twentv millions in a split second.
And along with him goes the advertiser.
In radio the largest crowds gather at that
point on the dial where the entertainment is
the best. That point today is CBS.
For the Columbia Broadcasting System
continues to be the most creative network in
providing the kind of entertainment which
captures the largest audiences.
Only on CBS will you find most of the
sponsored programs with the largest audiences
in radio (11 out of the "top 15").
And only on CBS can advertisers find most
of the available programs with the largest
audiences (7 out of the "top 10").
This is what makes CBS the most effective
traveling salesman in radio . . . reaching more
people with better entertainment ... making
the strongest impressions in all advertising.
'
r
V\\
— where 99,000.000 people gather every week
Reminder, for a SHAMPOO manufacturer:
\
SPOT _
RADIO works blondes, brunettes, and red-heads
^^^ into a buying lather!
\P
You've got to sell the girls if you want
to build big shampoo volume. You've got to keep
selling them, too . . . again and again and again!
Spot Radio lets you do just that, economically
and profitably. For, Spot Radio will deliver and
sell an audience of women where and when you
want it . . . once a week or twenty times a day,
in one market or all markets!
Spot Radio gives you your choice of
audience, markets, stations, times, programs,
seasons. This complete flexibility, backed by
radio's impact, makes any budget — large or
small — do its full selling job! Ask your
John Blair man about it.
He knows Spot Radio !
ASK
YOUR
JOHN
BLAIR
MAN!
JOHN
IS I BLAIR
REPRESENTING LEADING RADIO STATIONS
I COMPANY
OFFICES IN CHICAGO • NEW YORK • DETROIT ST. LOUIS • LOS ANGELES • SAN FRANCISCO
50 SPONSOR
2 JANUARY 1950
0m New National Spot Business
and rvneu
THE REPORTS LISTED BELOW APPEAR IN ALTERNATE ISSUES
SPONSOR
PRODUCT
AGENCY
STATIONS-MKTS CAMPAIGN, start, duration
American Express-Cath- Trai el
olic Travel League
for 1950 M.. I. Year
Jubilee
Beechnut Cum
Bicycle Institute of
America
Bri»tol Myers
Delaney
D. Mm & Dougherty
Eagle Lion Picture*
Guv
Km v eld
Frozen food
Heet Division
Movies
General Food* Swan»down Cakt
Mix
Procter & Gamble I 1 ,. M
Ren ault Automobiles
Union Oil Co Oil
* Station list set at moment
Ka> McCurlh* ( V V)
hen von & Kekhardl
(N. IT.)
'. Ill j. I.. I II V. .,1,1
<N. V.)
Renvon & Krkharcil
<N. Y.)
Foote, Cone & Re Id in?
(N. Y.)
II. .ii if & Ryan
Young A Ki.l...
(N. Y.)
Benton A llo%* I, -
(IN. Y.)
Smith, Smallev »X I est-
er, Ine (N. Y.)
New ^>rk City onlj
Possibility of expending
into 15-20 mkts at a
later date
65-70 stns; 60 mkts (all
ea-I of Mississippi exet -pi
L. A. & S. F.)
."> t -,1ns* ; 26 cities
Over 100 stns*
Northeast U. S.
N.irth & South
Carolina
Vanker Network i Boston
area): WLW (Cincinnati
area)
California
Major mkta
Indef
6 stns*
Radio spots; Oct. 10
Hi. ,k around lir,» of >ear
Breaks : abl V.* 2 1 < 4gencj doesn't
plan to run any announcements
m . ,-k before Xmas )
Three-week campaign starting Dec L2
< i ii»-- m i ii ut.- spots campaign rnd
early in January.
Radio spot*
Spotn; Feb 18
Spots; Feb 15
Spot*; early In Jan for abt 241 wkl
Spots; probablv early In Jan for
26 wks
Spots ; probably late Jan or earl>
February
Daily 15-min newscasts; 52 wks
Station Representation Changes
STATION
AFFILIATION
NEW NATIONAL REPRESENTATIVE
Kill Houston, Texas
Radio Programas Continental
Radio Sarrebruck, Saarbrucken.
WAPA, San Juan, Puerto Rico
WNEB, Worcester, Mast.
Independent
Republic of Panama
Independent
Independent
Independent
Adam J. Young Jr Inr, \. *. .
Melchor (Guzman Co Inc, N. Y.
Pan American Broadcasting Co, N.
Clark -Wandleas-M an n Inc, N. Y.
The Boiling Co Inc, N. Y.
Advertising Agency Personnel Changes
NAME
FORMER AFFILIATION
NEW AFFILIATION
Frederick Anderson
Hal Mare Arden
George Balterman
Harry I Barnett
M. Oakley Bidwell
William H. Botsford
Frank R. Brodsky
Austin Byrne
Compton, N. Y., vp
WMGM, N. Y\, dir
Schenley Distributor* Inc, N. Y., adv mgr
Benton & Bowles, N. Y., acct exec
Sills Inc, Chi., vp
Lever Bros. (Pepsodent Division), Chi., dir of ad
Byrne, Harrington A Roberts, N. Y., pres (age
dissolved )
McCann-Erick-on. V Y., dir radio and tv
Robert A. Boric* Organization, N. Y., radio and tv dir
Storm & Klein Inr, N. Y., exec
Doremni A- Co Inc, Boston, acct exec
"".line, vp
Den in a n & Bctteridgr Inc. De4roit, pub rel dir and acct rire
Open own agency in Chi. (Resignation from Lexer Bros, eff
Dec 31)
Owen & Chappell, IS*. Y., exec
• in next issue: Mew National Spot Business; Mew and Renewed on Television:
Station Representation Changes; Advertising Agencg Personnel Changes
88:
88
:■"■
Advertising Agency Personnel Changes (Continued)
NAME
llarrv W . Calvert
llarrv Campbell
John Churchill
Hal Davis
John <!•■ Bevco
Ralph E. de ( astro
Edward F. Evans
Kendal] Foster
II. i> i.l S. t.arla.ul
Jacob II. Ccise
Lloyd Gibbons
W alter II II...,-.
Harold Hartogensis
tlberta Hays
Ralph II. Herbert
Marshall Hurl
Ernest I). K..Mi„^
Doroth; I). M.I ami
Mai. ......
Jerald II. Mel.....
Jack Melvin
Donald C. Miller
Frederick V. Mitchell
II Mover
Marlin J. Murphv
Martin Oechsner
Bill Prescotl
Patricia M. Randolph
Florence Richards
Paul Roberts
Fred Schactcr
Margol Sherman
Dav id Sil v erman
Qnentin I. Smith
llgol E. Swans,,.,
Jan I angdclius
llarrv Torp
Nathan Albert Tufts
Benjamin It. Vinevar
(..-..rue A. \„l,
II. Lawrence W hittemo
Martin Willsted
Robert II. Wolfe
FORMER AFFILIATION
NEW AFFILIATION
/.iiiuiier-keller. Detroit
C. M. Itasford Co., V ■> .
Broadcast Measurement Bureau, V i
Kenyon .V Eckhardt, V V. publ .lir
BBD&O, V V.
Kiithr.uitr & Ryan, N. Y.
American Broadcasting Co, N. Y., res
w llliam Estj ( .. I.... N. ■» .
Young vx Rubicam, V ^ .. treasurer
assl
Equit) Cor|
Olian, St. I
McCann.Erickson, N. t ..
op
tp
arch .lir
id
Bauerlein, New Orleans, vp
I M Mathes Inc., V \.. a lal - .lir
McCann-Erickson, N. Y., exec P r...l in ra.li..-i
Ncwcll-i ....... II ( ... V ^ .. partner
Dancer-Fitzgerald-Sample, V i.
Hunt Foods, I . A., i ... I . I r.l dir
Kenyon & Eckhardt, Detroit office mgr
N.-e, I). am. Louis ,x Brorb} Inc. Chi., acct ex.
John Blair, H'« I
Ruthrauft" & Ryan, V V
Collier's, N. Y., editorial and a.l> prom .lir
Bishop & \ ■ Inr. L. A., ae.t exec & r.
tv rep
,„l,
McCann-Erickson, N. ^ .. acct ex
NBC, N v
Hirshon-Garfield Inc. N, Y., accl
McCann-Erickson, N. ^ .. cop> K ,
Evron Co, Chicago, head of lirni
Mhert Frank-Guenthcr Law Inc. N. i .. ... .
Los Ingelcs Independent. ;„l> supervisor
Brooke, Smith. French & I l..rr ...... V
supervisor
k.i .von ,x Eekhar.lt. V * .
W. Earl Bothwell Inc, H'wood, vp
Kennedy ci I ... Chi.
Gardner, St. I... acct exec
1
ice Advertising, \. Y.,
Ken,.,.. & Fckhardl, H -
ffic
Same, exec vp
i.e.r. DuBoia Inc, N. i .. in charge of marketing ;
It.-.. ton ,x Bowles, N, I., exec
Same, .p
Ward Wheel.,, 'k I ... \. \ .. media dir
C. J. LaRoche & I ... N If., vp
J. D. Tardier & Co, N. Y,, research dir
William Esty Co Inc, N. V. vp in charge <»f tv
than. hers & Wiswell, Boston, head of cop] dipt
Same, vp in charge of finai.ee
J. Waller Thompson, N. Y., aeet ex.-,
American Association of Advertising Agencies, N.
McMahan-Horwitz Co, St. I... . i>
Same. \p
lt..s- Jurnej .x Vssociates, Salt lake City, acct exc<
Walter Weir Inc, N. V. exer
Owen & Chappell Inc, N. V.. associate cop) dir
Same, vp
Cecil & Presbrey Inc, V V. exec officer (effective
Monroe F. Drcher Inc. \. \ .. exec
co-head of Mel\ in-Silv.-rj.ian Inc. H'w I
Same \ p
Same, dir of reseach
Raymond Keane, H*wood, dir of radio and tv
^ oung & Rubicam, N. V.. ,r time buyer
K ul In .11. li o* Ryan. !\. V.. acct ex.-.
Hall vx Davidson, Denver, acct exec and radio an.
Adrian Bauer Inc. Phila., dir of radio and i.
Same, vp
Benton tt Bowles, V ^ .. radio .lir of radio depl
Partner in new W Misled & Schactcr Agency, V
Same, vp
Melvin-Silv erman Inc., H'wood, co-head
Same. \ p
The Fadell Co. M'npls., act exec
Fulton, Morrisey Co, Chi., vp
Owen .x Chappell, N. Y., media dir
BBD&O, H'wood. asst to vp
Carl Riblet jr Co. Chi., accl exec
Same. \p
Alley ci Richards. N. Y., pres (effective Jan 11
Partner in new Willsted .x Schactcr Agency, V V
•> .. asst l.i
3 SO)
V
88888888,
' ''- A
■ill
8i88g:
:
'
I
w.
m
■■:■■'-.■■■ ■';■ ■
1
New and Renewed Television (Network and Spot)
SPONSOR
AGENCY NET OR STATIONS
PROGRAM, time start, duration
Anheuser-Busch Inc
( ltu.lv.. is. r Iter)
trnold Bakers Co
Beverwych Breweries
Brown S W ill,.,,,,-.,..
Tobacco < .. ( Kools)
Bulova W ,.n I. Co
(California Fruit (.rower-
Exchange < Sunk isi i
D. I.. Clark Co
Doublcda) ,x Co
Drugstore Television
Products
Emerson Drug ( *>
Evcrsharp I'"'
fashion Frocks I",
General Tire It.str ,,i t
llu.lson Dealers
Kendall Mfr Co
Francis II. Liggett Co
I „,|,,,- In.
Mil. ola Mini.it .V Mtr
I .,
v! llliam Montgomer) < ..
National Carbon < •■
Pcler Paul 1... ( Mound.)
Philip Morris & Co 1 id
P Scientific < orp
Pond's Extract < .. (Tissues
Procter .x Gamble I ••
(Oxydol)
It J Reynold, I ., I ( ,,,,.!.
It.,.,.,,,, Art Metal \\ „rk-
Semca Watch Co
Sterling Drug i n
Transcontinental .K w . ■• .
Mrlin.s In,
I ,,,,..1 \,, I In.
I ,,,.. .1 I roil I n.
W . si.,,, ni.rull < ..
Harry
llento. I & Howies
MrCann-Frirk
led Hates
Biow
Foote, < one .x Belding
BBD&O
Huber Hogc
Fisher
BBD&O
Biow
llruck
BBD&O
Klor. s-( arlcr
Bennett, W alther «
Mc.dailicr
Peck
Mathes
BBD&O
Van Sant-Daycall
Estj
Brisacher, Wheeler .x
Staff
II,.,,.
( ayton
I \\ II,. .nips.,.,
Ii,,,,. ., I Itzgerald .v
Sample
I tj
(.rev
Moss
Dancer, Fitzgerald .x
Snmt.lc
BBD&O
N W. Vver
BBD&O
Calkins .x II. ,1,1,
W I Its. I V net
WNBT, N. Y.
W BZ-TV, Boston
W Mil. N. •* .
w Mt\\ . W ash.
WBZ-TV, Host,,,,
KMtll. Hollywoo
\\ PI /. Phila.
\\ Mll.t. Chi.
W'RCK. S, h. ...
W ABD, N. ■. .
WCHS-T\ . V ■* .
WNBT, N 1
DuMont-1 \. net
WNBQ, ( hi
\\( It-.- I \ VI
W Mtl . \ ■*
W Villi. V ■* .
V. PI /. Phila.
W Mill. \. \
W PTZ, Phila.
W ABD, N. >
W Mtl. V ■» .
W Mt\\ . W ash.
W It/- I \ . Host,,,,
W PTZ, Phila.
W PTZ, Phila.
KMtll. Hollywoo
WPTZ, Phila.
WNBT, V t
« Mt(>. Chi.
\\ Mt\\ . W ash.
wcns-i\ n .
w i it-.- 1 \ ... I
W .nil. N. i
w ilili. \. Y,
DuMont-1 \ net
w Mtu. < hi.
\\ Mill N 1
W MID. V V
WNBT, N. x .
W \lt\\ . W ash.
WBZ-TV, Boston
WPTZ Phila.
sat 8-9 p
Ken Murray's Blarkoi
( 52 » ( .. )
film -pots; Dec I; 52 wks (n)
film annemts; Dec 3: 21 wks (rl
Film spots; Dec 21 : 52 wks (,,)
film spots; Nov 21 : .52 wks Ir)
film spots; Dec 12; 2(1 wk- ( .. |
Film spots; Jan 7; 13 wks In)
You \r. \n \rlisl; Tu 11-11:1(1 pm; Dec 2<) ; I .-. wks In)
Cavalcade of Hands; I.. 9-10 pm; 52 wks In)
film spots; Jan 5; 52 wk- In)
film annemts; Jan .1 : .t") wks (r)
Film a. inc. ..Is; Jan " ; 13 wks In)
film -pots; Nov 2!t; 1.1 wks (r)
I.,-, Ices; W.d 7:45-8 pm; Dee It; 52 wks In)
film annemts: Dec 15; 13 wks (r>
It. i
m: M-l 12:30-1 pm; Jan .1; 52
Johnnj Olscn's «>.
(n>
Slid..; Jan 2; II wks In I
Film spots; Jan 1; I.l wks (r)
film s ; \,,, 2H: 52 wk. In)
Film spot- ; Jan 2; 2 1 wk. In)
lil... spots; Nov 23; 2(. wk- In)
Film spots; 1 I : 52 wk. (r)
lil... .pots; Dec <>; 52 wks (r)
Film spots; Jan I; 21 wks lii)
Film spots; Jan 7; 52 wks I n >
1,1 Wynn -!...» ; -s.ii 9-9:30 pm l Ian 7; 52 wks In)
film spots; Jan 25: 52 wks III)
film .,...!-: Nov 2(.: 52 wk- In)
(Ikav Mother: M-f 1-1 :.'!<» pm: 11.. 12; 52 wk. (rl
I
s; Jan I ;
I .. I
film spot.; Nov 19; 2<> wk. In)
film spots; Dec 12: 52 wk. In)
film .! ; Dec 12; 52 wks (r)
,,...8;;^::*i
12.5% OF ALL
IOWA BARN
OWNERS HAVE
RADIOS IN
THEIR BARNS
47.5% OF ALL
IOWA FAMILIES
HAVE TWO OR
MORE RADIOS IN
THEIR HOMES
i
yS ^A
IOWA
EXTRA SETS
MEAN EXTRA
LISTENING!
51.9% OF ALL
IOWA CAR OWNERS
HAVE RADIOS
IN THEIR CARS
9.7% OF ALL IOWA
TRUCK OWNERS
HAVE RADIOS IN
THEIR TRUCKS
A HE 1949 Iowa Radio Audience Survey* proves
that multiple-set ownership means additional lis-
tening — that the number of hours of extra listen-
ing is in almost direet proportion to the number
of extra sets. (In homes having four or more sets,
for example, an average of 67.7% of the families
use two sets simultaneously, daytime, as against
26.4% with only two sets.)
Iowa families are really radio-equipped. 45.7%
of them have two or more sets in their homes
. . . 51.9% of all car-owners have car radios . . .
9.7% of the truck-owners have radios in their
trucks . . . 12.5% of the barn-owners have
radios in their barns!
More than that, the 1949 Survey shows that radio-
minded Iowa families listen more than twice as
much to WHO as to any other station. This top-
heavy preference for WHO of course applies to
multiple-set families as well as to single-set families
— hence gives advertisers a substantial bonus audi-
ence that is mil ordinarily measured.
The Iowa Radio Audience Survey is a Ml ST for
2 JANUARY 1950
every advertiser who wants to know all about Iowa
listening. Ask us or Free & Peters for your free
copy, today!
* Tin- 1919 Edition is the twelfth annual
Study of radio listening habits in Iowa.
It was made by Dr. F. L. Whan of V> ichita
I niversity — is based on personal inter-
\iews with over 9.000 Iowa families, sci-
entifically selected from cities, towns, vil-
lage* and farms all over the State. It is
widel) recognized as one of the nation's
most informative and reliable radio re-
search projects.
WHO
+/©r Iowa PLUS +
Des Moines . . . 50,000 Watts
Col. It. J. Calmer. President
P. A. Loyet, Resident Manager
FREE & PETERS, INC.
National Representatives
15
for profitable
selling
000*
WDEL
WDEL-TV
WILMINGTON
O E L AWA R E
WEST
EASTON
PEN N S YLVA N
HARRISBURG
PENNSYLVANIA
WORK
YORK
NN SYLVAN I I
WRAW
READING
PENNSYLVANIA,
WGAL
WGAL-TVl
LANCASTER
PtNNSYLVAN I A
Clair K. McColIough
Managing Director
Repmon tod by
robert MEE KER
ASSOCIATES
loi Anqelei New York
Son Froociico Chicago
STEINMAN STATIONS
Mr. Sponsor
i^eroy A, Van Bomel
President
National Dairy Products Corporation, New York
Leroy A. Van Bomel. nattv. gray-haired president of National
Dairy Products Corporation, is a man who has never wasted too
much time nor missed many opportunities. Van Bomel became head
of the corporation in 1941. Eight years later Dairy's annual record
of sales jumped from 431,000,000 to more than 900.000.000. In
1946. when Bing Crosln balked at doing live shows, after selling
Kraft products for a decade. \ an Bomel signed Al Jolson. At that
lime Jolson was the most highly publicized and sought-after enter-
tainer in tlie country. It was the year his picture The Jolson Stor\
gripped the heart ol the nation. For the next two seasons the aging,
tan-faced singer kept Kratt sales geared to peaks set b\ Crosby.
The stor\ of Van Bomels fruitful career reads like a Hollywood
scenario of an American saga. National Dairy s first executive has
been an errand boy, clerk, bookkeeper, store manager and milkman.
In 1908 he was graduated from the New York I Diversity School of
Kngineering. The following year he was a junior engineer for the
Sheffields Farms Company; 21 \ears later he was president of the
firm. From delivering milk to guiding the operations of a multi-
million dollar national concern, Lero) \. Van Bomel has made the
transition with supple grace.
Throughout the years. Van Bomel has been eager to find new im-
provements for the dair\ industry. As president of Sheffields Farms,
he was the firsl to introduce \ ilamin I) and homogenized milk. He
began using radio a- an advertising medium for Sheffields as earl)
as 1031.
Today, the major portion of National Dairy's estimated $18,000,-
nun annual advertising budget is used to sponsor three AM network
programs: The (heat Gilder sleeve: Marriage For Two: and Dorothy
Dix At Home; in addition to local, regional spot> and programs for
7d of tin- corporation s OS subsidiaries. For 1950 the compam will
spend approximately $1,000,000 in television. It will continue to
sponsor the high-Hooperated kid show Kukla, Fran and Ollie, Tues-
daj and Thursday, CBS-TV net. 6-6:30 pm. Among national adver-
tisers Dairv has the seventh largest TV budget in the country but
ranks first among food corporations. Since Dair\ has alwavs spir-
itedly supported new media, the corporation may increase its planned
television appropriation for 1950 and raise its video budget standing.
16
SPONSOR
WE'RE JUST N(/TS
ABOUT BASKETBALL
■n INDIAN iV
# Along about this time of year — every year— all Indiana goes a little wacky
over basketball . . . both collegiate and high school basketball.
The so-called Hoosier hysteria lasts from late fall— after the football
season — until early spring. It's been that way for 2 5 years or more.
Located as we are in Bloomington, the home of Indiana University which
also has two good-sized high schools, we're right in the middle of things.
It's just good programming to give the people all the basketball they want
... in great big doses.
WTTS (the designated sports station for I.TJ.) is the ONLY station carry-
ing ALL Indiana University games, both at home and away. And, that isn't
all. WTTV is televising EVERY home game of the two Bloomington high
schools. Our listeners tell us they like it. And, so do our sponsors, for we're
really delivering the audiences.
LET OUR NATIONAL REPS. GIVE YOU THE COMPLETE STORY
k WTTS
m. A Regional Station
on the Air 20 Hours
a Day. — -
RADIO AND TELEVISION CENTER • BLOOMINGTON, INDIANA 1
Owned and Operated by Sarkes and Mary Tarzian
WTTV
Indiana's Second
TV Station.
Represented Nationally by
WILLIAM G. RAMBEAU CO.
360 N. Michigan Avenue, Chicago
National Representatives
BARNARD & THOMPSON, INC.
299 Madison Avenue, New York
2 JANUARY 1950
17
Y«»ir developments on SPO\SOR stories
|I.S
Spp • "They're seasonal advertisers"
Issue: March, 1948, p. 44
C,.L: _i. . New antihistamine drug
->uDjecr. c|jcks
Less than one month alter Bristol-Myers C pan) en-
tered its product in the newl) created and highl) com-
petitive antihistamine cold tablet market, sales totaled
mure than $500,000. Resistab ranks high among the
leader* and show- signs of soon leading the park.
The new drug has been produced, marketed and sold
at a blistering pace. Twenty-nine days after the formula
was established, the product was being sold in 38,000
drugstores in 23 Midwestern and eastern states and parts
of Canada. It look Bristol-Myers onl) three days to
select an agenc) (Kenyon and Eckhardt) to decide upon
a budget, product-name and package design. In a prece-
dent-breaking decision, the compan) s top brass sched-
uled an estimated SI .()()( ).()()() advertising budget for Re-
sistab. This is the largest sum that Bristol-Myers has
ever spent to advertise a new product. In the past, the
compan) has used conservative amounts to publicize its
new drugs. The public has long been waiting for a cold-
stopper drug and Bristol-Myers is prepared to convince
it that Resistab is the best buy.
\ sizable part ol the Resistab budget is being used for
an extensive radio announcement campaign. Kenyon and
Eckhardt has placed these announcements on 1 15 stations
in the iia'ion s cold-suffering areas.
|».$.
See ! "How terrific is transit radio?"
IsSlie: September 1948, p. 44
Subject' Transit Radio wins D. C.
decision
The decision of the District of Columbia Public Serv-
ice Commission to uphold Transit Radio will probabl)
halt am contemplated action against the organization in
other <ities. Officials of Transit Radio confidently feel
that the favorable ruling will be followed b) other city
commissions in the event similar complaints are lodged
against it b\ groups opposing the system.
Surveys taken in Washington. I). C. showed that the
residents overwhelmingly favored entertainment on street-
ears and busses. Onlv 6.6' < of those interviewed op-
posed Transit Radio. In almost all of the 17 additional
cities where Transit Radio is in use. surveys revealed that
more than 90' < of the people polled approved of the
novel idea. Of the 1300 streetcars and busses operated
b\ the Capital Transit Compan) in 1). C. radio equip-
ment has been installed in 212. The rest will be equipped
shortly after year's end. Programs are beamed to the
vehicles b) WWDC-FM.
In St. Louis, the Post-Dispatch has heatedl) cam-
paigned against Transit Radio. Radio men have been
stunned by the furv of the Post's attacks, in view of the
lavish praise accorded Transit Radio bv < itv inhabitants.
When St. Louis riders were polled, 87.1 f c favored the
program: 7.3' < had no opinion; and only 5.6$ object-
ed. Transit Radio is here to stav. and b) the end of 1950
it will be unveiled in ">2 more cities.
18
SPONSOR
GET " CLEAR SWEEP "
TELE-SELL IN THE SAN FRANCISCO
BAY AREA WITH...
San Francisco's
Highest
TV Antenna
KKON-TV's modern antenna was created espe-
cially to serve this multi-County market. It rises
1,480 feet above sea level . . . has 1 1,500-watt
power (is designed for 100,000 watts directional
power) . . . occupies San Francisco's highest
and finest telecasting location.
Telecasting from "Television Peak"- —atop
San Bruno Mountain, just south of San Francisco
-KRON-TY brings NBC network and popular
new local programs to the Bay Area's fast-
growing television audience.
For "Clear Sweep" television advertising in
the San Francisco area... check KRON-TV first!
• Represented national!) bj FREE & PETERS, INC
New York, Chicago, Detroit, Atlanta. Fort Worth. Bollywood.
KRON-TN offices and studios in tlie San Francisco
Chronicle Building, 5th and Mission Streets, San Francisco
2 JANUARY 1950
19
Dancing cigarette pack is one of TV's outstanding commercials. Keesely is doing the briefing.
Backstage
al Leiineii
A report on how
an acl agency radio
department functions
over-ail
Last Fall comedian Fred
Allen's handy Hooperating
nosedived from a comfortable spot in
the 20"s to half that within a few
months. As his Hooper fell. Allen's
famous blood pressure rose. At one
[joint — in a wr\ gesture of defiance —
lie took out a $5,000 insurance policj
to cover am listener who lost out on
prizes offered b\ the show had lured
his audience. But. month after month.
Slop the Music kept stopping Mien.
It eventually became number two on
the Hooper parade. Lennen & Mitchell
— first agencj to take an option on
Stop the Music had picked anothei
w inner.
Because Lennen & Mitchell has a
long record of such successes — and be-
cause it's one of the top twentj agen-
< ies in the country — SPONSOR has se-
lected it for tlii- reporl on how an
agenc) radio department function-.
21
Clark Agnew, Keesely discuss new TV ideas with Ray Vir Den, president of Lennen & Mitchel
ft<*i/ to cover photo
1. Nicholas E. Keesely, V.P. in charge of
radio department.
2. Larry Holcomb, radio and television di-
rector, talent specialist.
,"{. Bernard McDermott, traffic manager;
mails records, film to stations.
|. Clark Agnew, TV art director; designed
TV stage from this model.
.>. Peter Keveson, copy chief who writes all
TV commercials.
ii. Prank Daniel, chief timebuyer, show.i
reading SPONSOR.
7. Sidney Hertzel, assistant timebuyer, with
coverage map.
WEEKLY CONFERENCES BRING TOGETHER MEM
The agency's list of radio winners
md firsts reads like a pinpoint history
>f broadcasting. It was:
1. First to air play-by-pla\ base! all:
2. First to put big bands like Paul
Whiteman and Fred Waring on
radio;
3. First to put microphones in front man who's directly responsible for ex-
of such personalities as Eddie penditure of this money is Nicholas F.
('alitor. Tyrone Power, and Bob (Nick) Keesely, agency vice president
Hope. in charge of radio and television.
Currently, a large slice of L&M's Working under him is a staff which
per thousand dollars of billing is
probabh the most compact of any
a large slice of L&M's
nnual billing I one-third i
iocs into radio and television. The
$15,000,000 annual billing (one-third)
Ray Vir Den (left), members of radio staff listen to new Lustre-Cream musical commercial
22
m
■j
!lHE LENNEN & MITCHELL RADIO DEPARTMENT AND ACCOUNT EXECUTIVES. KEESELY GIVES THEM UP-TO-DATE PICTURE OF WEEK'S ACTIVITIES
agenc) radio department in the coun-
try. It is built around seven ke\ men:
Larry Holcomb, radio and television
director; Frank Daniel, chief time-
buyer: Sidne\ Hertzel. assistant time-
buyer; Peter Ke\eson. vice president
in charge of TV and radio copy; Frank
Buck I no relation to the explorer),
radio writer; Clark \gnew, TV art di-
rector; and Bernard McDermott. traffic
The department is small because its
members have the efficiency that comes
with long experience, keesely points
mil that "the radio background of
I. airs Holcomb and myself alone adds
up to more than fort\ \ears." lAMs
philosophy in general is that compact-
ness, with good men in each job. is
preferable to having an abundance of
half-baked men around. (As Ray \ ir-
den. president of L&M puts it: "We
don't have a gang of impio-ai io-
wearin^ suede shoes. These are all
solid radio men."' i
Dennis James, Old Gold TV announcer, confers on script with Keesely Keesely and Larry Holcomb give AM Amateur Hour usual going over
RrflTRE-tT instead of
Old Golds
Poker-playing cartoon figures are from animated film L&M made for Lysol; they represent germs
The exuberant peanut man is Bert Parks, MC of both AM and TV editions of "Stop the Music'
To get a closeup picture of how
keeselev's staff functions, lets take a
spo ific radio problem and follow it
through from beginning to end. A new
L&M sport radio campaign for Lustre-
Creme shampoo is ideal for this pur-
pose — and it's just getting into full
sw ing as \ ou read this.
The campaign features a "Dream
girl, dream girl . . . Lustre-Creme
shampoo girl" song set to the music
of Victor Herbert's "Toyland." The
idea for this commercial, incidently.
came from Phil Lennen. chairman of
the board at L&M. This illustrates a
cardinal principle at L&M: anyone
from top to bottom in the agency is
likel) to contribute ideas. If you
wanted to come up with a slogan for
L&M. "Every man an idea man,"
would be as good as an\ .
The Lustre-Creme song is the first
and. to date, onl) commercial use of
Victor Herberts music which the com-
poser's estate has allowed. Officials of
the estate permitted this use because
the) felt it was dignified and non-
offensive. Originally, the "dream-girl"*
hitchhiked on various Colgate network
shows. But she was such an effective
saleswoman that the L&M radio execu-
t'\e idecided to suggest a "dream girl"
spot campaign to the client. The
Lustre-Creme people thought well of
the suggestion, approved a test cam-
paign.
The test was carried out in three
representative cities. I tica. Harris-
lung, and Peoria. To get an accurate
measurement of the spot campaign's
effectiveness, the radio department
called in L&M's research staff under
Todd Franklin (as it usualK does on
a spot campaign). The researchers
compiled cross-sectional lists of resi-
dents in the three cities. Then, be-
fore the -pots went on the air. they
interviewed residents, asked questions
about Lustre-Creme advertising. The
questions were designed to test remem-
brance value, or "penetration." as the
research men put it.
\fter the spot- bad been used over
the air for thirteen week-, the research-
ers started asking questions again.
Answers llii- time -bowed a definite in-
< ica.-c in penetration which was direct-
K attributable to the radio spots. On
purpose, the cop) used for the spots
had emphasized different points from
copy used in other media. Things
local residents remembered about
Lustre-Creme showed to what extent
i Please turn to page 40 I
24
SPONSOR
The rains time,
KITE weather reports helped get them back to normal, and Joske's
the merchandise went
San Antonio was submerged, but Joske's
department store was a sellout
®\\ hen Joske's Department
Store. San Antonio, Texas,
planned a four-day sale be-
ginning Monda\ . 24 Oetober, it looked
like clear sailing ahead. The public
was well aware of it via newspaper ads
and Sunda\ announcements on radio
stations WOAL and KITE. The Joske
staff — largest in Texas — was on its
toes to start the tremendous stock of
bargain-price merchandise moving at
the word go.
Fifteen minutes after the store
opened, it was plain the word "go" had
been countermanded in higher-up
headquarters having nothing to do
with department store advertising and
sales. The heavens let go with a tor-
rential cloud burst which deluged San
Antonio, resulting in a citywide flood.
Two people drowned, firemen rescued
scores from flooded homes and sub-
merged automobiles. Bus service was
suspended, or re-routed on most lines.
Bridges were declared unsafe, some
disappeared completely. Business and
communications were largely washed
awa\ .
Chances for the success of the sale
i Please turn to i><iiic 60 I
Abandoned cars were a common sight the morning of the big Joske sale By nightfall, all was clear in Alamo city except Joske's aisles
fl NEVER PUT #
BANANAS IN THE . f
J REFRIGERATOR J' f
NOBODY5 GOING TO
TELL A\E WHAT E
NOT TO DO
Hottest thing in radio
If you haven't got a
singing commercial, chance* are you'll have one soon
f X Singing commercials are a
]jj going institution — and get-
\^ _y tin- Wronger. Jingles arc
here In sta\ because the\ are selling
the goods.
The commercial technique that ger-
minated with the Pepsi-Cola jingle of
1939 has produced a bumper crop. It s
a rare radio hour that passes without
at least one sample. The listeners can-
not escape them; it's logical to assume
that fewer sponsors will escape them
in the future. Singing commercials
have become a part of the American
scene, not onh in the field of radio.
but via l\. juke boxes, sheet music
and the all-embracing worlds of slang,
catch-phrases and humor.
To date, the majority of jingles are
aired to sell low-priced, quick turn-
over items. The concensus is that it is
largel) limited to such categories as
foods, drugs, soft drinks, cosmetics
and clothing because of the competi-
tive angle. The advertiser in any cate-
gor) follows the leader when a proven
technique is developed. But the versa-
tile jingle, employed as an institution-
al device, and as a heaw industry
salesman, would be as successful. Lack-
awanna Railroad and De Soto cars, in
the institutional and heavy-goods group
— use jingles, and they mav well be
starting a trend. \t present, however.
they are not designed to sell, being
used for their remembrance value.
\\ li\ is the jingle concept expanding?
Listeners, questioned indi\ idualh . tend
to sum up jingles as an abomination
To clarif) the picture, sponsor pub
lishes. on these pages, results of a con
hdential survej recent!) completed bv
one of the top advertising agencies
These findings are highh enlightening
and useful.
Ifotr '/»«•!/ Ii/cc> siiM/iiMj commercials: in irhol«» and part
ailHlPIIrP rPArtinil showin, 3 preference +o singing versus
CIUUICIIl/C I CQvllUII non-singing 60-second announcement
68%
preferred
singing
oonmerolhle
28%
preferred
non-singing
commercials
4%
|.|.».>.-H-K' t.MI
To gain first-hand audience reaction, listeners were exposed to a
single announcement for a tobacco product in two versions,
asked to state a preference. Jingle version won hands down.
second-by-second approval and
bined singing -talking commercial
96%
like
singing
introduction
like
straight
talk
section
Ilka
singing
conclusion
Reaction to component parts of commercial was gained via
paper and pencil technique. On attitude scale, listeners checked
boxes marked very interesting, fairly interesting, not interesting.
26
SPONSOR
I his stud) reveals the reactions <>l
over 600 men and women evaluated on
a behavior, rather than a verbal, basis.
The agency corralled uninhibited re-
sponses b\ asking its questions <<\
studio audiences during actual broad-
casts of singing and straight commer-
cials. The results show an almost com-
plete about-face on the verball) ex-
pressed "I cant stand those singing
commercials."
Entrance into this increasingl) com-
petitive held is not, as some uniniti-
ated advertisers suppose, a matter <>l
hiring someone who contributed to the
poetry corner in the school paper. Nor
is it a form of advertising which can
be bought for a song. It's a highl)
specialized, often expensive, technique.
Jingles can varj in the cost of creation
from no appreciable cost i when writ-
ten by an agency staffer I to $1,000
and up when written by a freelancer.
Production costs range from several
hundred dollars to over $3,000 for re-
cording sessions.
Pepsi, widely thought ol as papa of
the jingle, wasn't the first to use it.
Sachs Quality Furniture pioneered in
the technique in the crystal set era.
The theme songs of such old-timers as
the Julia Sanderson - Frank Crumit
show and the Blackstone Plantation
were so well-known as to qualifv as
commercials of a sort. Put Pepsi was
first to win a nation. More impor-
tant, it wrapped up the entire sales
story in four simple lines — an achieve-
ment rarelv equalled.
The Pepsi-Cola commercials was
written by Alan Kent and Austin Her-
bert Chrome-Johnson, who teamed up
in '38. Kent, then an NBC announcer,
I Please turn to page 52 I
PIONEERS Alan Kent and Austin Chrome-Johnson knocked off Pepsi jingle in five minutes
■
"THE STORE that jingles built." Singing commercials were responsible for Sattler's new plant
mat's tiours? - "RED TOP BEER/"
MERCHANDISING of jingles is brisk and bright, giving added impact to forceful technique
II hat men and women like and dislike iiio.sl in eommereial announcements*
like
after being asked to name an example of the "best"
advertising they had heard, and why they liked it
Men
1. Short
2. Good taste, natural
3. Humor, entertaining
4. Jingle
5. Part of program
Women
1. Jingle
2. Interesting, human
3. Short
4. Instructive
5. Straight, simple
dislike
after being asked to name an example of the "worst"
advertising they had heard, and why they disliked it
Men
7. Stupid, childish
2. Repetitious
3. Jingle
4. Too long
5. Noisy, irritating
Women
7. Stupid, childish
2. Jingle
3. Noisy, irritating
4. Too long
'Survey completed by leading advertising agency late in 1949 reveals what listeners specially like and dislike in commercials generally. Con-
ducted on a behavior, rather than a verbal basis, the survey uncovered actual studio reactions of over 600 persons.
2 JANUARY 1950
21
Greater Ixtuisville First Federal Savings and I.oan Association
iit Wtm M«*i —mi i ......n. j ...,..>.
CONDENSED STATEMENT
At tbr Dom of Biuoraa Orlobrr 31, IMS
On results: Flexner .vutit.v up 25 years' experience
"The outstanding lesson I have
learned in atlvertisiiifi in my
many years' experience with
radio is this — / do not believe
advertising is a thing that ran
be tried. It must be done con-
sistently through the years. I
see many advertisers who try
n thirteen-titnes contract on the
radio, or who run a whole page
advertisement in the local
newspaper and expect the cus-
tomers to rush in in droves. I
have found by experience that
it tloesn'l happen that way.
It takes consistent hammering
iff the message."
Resources
Liabilities
Caah and
I 74. 730, 703 IS
». <K O0JI
Pull-paid Income Shares and
Option*] Savings Sham 1 25 MS.Mtt 1 4
F»*pf»] Horn* J.nan Bank Stock. .
. ... <.
PWdfrd Sham-Mortfaf* LoAIU.
11 211 1(1
42X70 00
:*.mo 34
Du» Borrow m doani bring rlnaad)
382,187.00
126.514 01
Paid in by Borrm-m for Tum .
930 MO 31
Hi hM 41
34,021 M
Accrued Riprnar* aivd Tain. . . .
R«n« and Undivided Profit* .
2 IM.780.7fl
Tatal
1 11.7M.22S4A
r_
Tk« i-ary«r.t Savings and Loan Association In lb* Slat* of Kentucky
Fa-aaale* 1 Orlsferr I. 10 U Fed»Talu#d Marti) », 1114 , . . InaruM October 29. 1)14
r/»nsvnxr,*s leading home financing wsTnvnoN
jr HI Y YOt R SAt I1VCS BOFSOS AM) STAMPS FROM IS *
J
Hon a radio-wi
deposits from S25.04
["his i> the story of a loan
association that grew from a
one-room business to a $31,-
000,000 organization — and hands the
credit to radio.
\\ hen the Greater Louisville First
Federal Savings and Loan Association
set up shop on October 2, 1915, the)
had a paid-in capital of $25,000. Their
idea was to go into business, securing
as many savings and investment de-
posits as possible and then re-investing
the mone) 1>\ lending it for home
building. In 1027. after two years of
radio advertising, the company had
resources of three millions. Today. 22
years and thousands of air-hours later,
the Greater Louisville has deposits of
more than $30,000,000 and an adver-
tising budget that is three times the
size of their original capitalization.
From their early start in radio, back
in l')25. when there was only one
radio station in Louisville, to the pres-
ent time, when the company sponsors
52 programs a week, the Greater
Louisville Wociation has steadily ex-
panded their radio activit) and their
business. "'When we first went on the
air." savs Gustav Flexner. secretary-
treasurer of the organization, "there
was onl) one station. Hut v\e pioneered
with ever) station that came into the
field bought time on them. \nd I
would sa\ that we have grown with
radio in that we have made it the main
medium of selling our Wociation."
Gustav Flexner is in a good posi-
tion to know. He is not the ordinary
advertising executive. Not onl) was
he responsible for his company's pio-
neering in radio when it was a new
and untried medium, hut with few ex-
ceptions he has also written and read
iiraclicallv everv commercial since his
28
SPONSOR
Hr. Sponsor
ivings association boosted
» $31,000,000
In the company's own studio, Flexner reads all commercials for the Association's program
company first went on the air in 1925.
The thinking behind the Flexner
personal touch is simple enough con-
sidering how fabulously well it has
paid off: "Of course, there's the fact
that customers get a kick out of com-
ing into the office and talking to the
person they heard over the air. But
more important than that," Flexner
says, "it just seems natural to me that
I would know better how to talk about
our business than an outsider would.
And I think that knowledge gets across
to the listener. He absorbs the confi-
dence reflected in the announcer's
voice. 1 think that if more organiza-
tions who buy radio time could have
their announcers come in and live with
the business for a time, they'd see re-
sults. When a listener hears a knowl-
edge of what he's talking about in the
announcer's voice, hes in a better
mood to be sold."
Flexner's name is never given over
the air. although by now practically
everyone in Louisville knows him. And
he is modest about his own talents. "I
recall one year at Derby Time,'' he
says, "when I discussed reading the
commercials with Graham McNamee.
He told me one thing that I've tried
to stick to all these years — to be my-
self on the air. I don't believe I have
the best voice in the country, but I do
believe that I have developed the finest
radio voice in the country for selling
our institution."
Transcribing the commercials for
Greater Louisville's 52 programs takes
about four hours of Flexner's busy
week. He transcribes all of them i with
the exception of the commercials for
their live weekly Greater Louisville
Hour i from his office desk, where he
has a microphone and direct lines to
each of his stations. After the tran-
scriptions are made, the script, to-
gether with the catalogue number of
the musical selections chosen by Flex-
ner's secretary, is sent to the various
stations for broadcasting. For seven
\ears Flexner not only wrote and an-
nounced the commercials for his pro-
grams, but also wrote and produced
all the sound effects for a daily half-
hour children's program. The pro-
gram, which centered around the ad-
ventures of a poin and a train, was
dropped only because the Associations
business was increasing so fast that
Flexner could no longer spare the time
to write it. Hut there are still a lot of
Louisville adults who feel that the)
grew up with a pom named Dixie and
the Greater Louisville Special.
(Please turn to page 59)
This release reached the offices of SPONSOR after this article was written. We consider it so unusual and revealing that it is reproduced here
ADVERTISING ASSOCIATES — COMPLETE ADVERTISING AND MARKETING SERVICE
REGULAR AGENCY REPORT
Louisville radio stations are planning a
tribute on December 31 to the Greater Louis-
ville First Federal savings & Loan association
for their uilver Anniversary in radio advert-
ising. The Company will begin its 25th consecut-
ive year of radio advertising, starting the
first of the year. On December 31, radio stat-
ions VJHAS, WAVE, ;/AVE-TV, V.'GRC, IKSW, iXNH and
3CKL0 will hold a special couuaemoration for
Greater Louisville and for Jir. Gustav Flexner,
Secretary-Treasurer of the Company and the aan
behind the many successful years of Company ad-
vertising. In addition, there will be a special
dedication*- broadcast of one-half hour to be carried
over all the local stations.
Greater Louisville has grown with radio
and has made radio the main medium of selling.
The Company's first acquaintance with radio
began on the night of December 31 , 1 '.•- . ,
a two-hour program of the opera, "Faust," was
presented in its entirety. At that time, there
were few stations on the air, few sponsored
broadcasts and few radio sets, but the program.
wqs well received. From then on. Greater Louis-
ville sponsored a weekly broadcast each aturde-
ni h t on ./HAS, kno;vn as "The Greater Louisvl.
Hour." The program was broadcast for 24 con-
secutive years, and it can still be heard ever
ilKN and 7/KLO. This program is believed to be
the oldest continuous radio show in the country.
,«.a other Louisville radio stations ca^e
Into beln,-, Greater Louisville bought tiue
on them. Of the budget set aside for advertisi nc,
the Company devotes three-fourths or it to
radio, which takes care of its 57 shows per
#ee!c .
2 JANUARY 1950
29
1 *M I
TOP RADIO SHOW IS ASSOCIATION'S "RAILROAD HOUR" ON N3C. GORDON MacRAE APPEARS HERE WITH LUCILLE NORMAN
Railroads need better radio
SPONSOR survey reveals few of them use broadeasting
eonsistentlv or well
To induce more of the pub-
lic to use the nation's rail-
roads when traveling, the roads must
sell their product.
Toda\. railroads do a minimum joh
of informing the public that they exist,
occasionally stress new facilities, and
emphasize (heir important Tole in the
building of America.
The initiative <>f the railroads in
purchasing impressive new rolling
stock is mil matched b) a desire t<> ex-
ploil what the) have to offer. I he
point has been made thai most railroad
heads are operational experts, not pro-
"Railroad Hour's" promotion includes rail station posters, car cards, and some dining car menus motional experts.
30
SPONSOR
Railroads use radio sparingly in
their overall advertising campaigns,
which are inadequate to start. Glen
K. Bedenknapp, a member of the New
York State's Public Service Commis-
sion, accurately appraised the situa-
tion, when he recentlj said: "A par-
tial answer I to the railroads' problem
of operating losses! lies in better meth-
ods of merchandising . . . and in the
development of better relations with
the traveling public."
During the past few months, sponsor
has undertaken a canvass of the rail-
roads of America. What are they do-
ing in radio'.'' \\ hat do they hope to
accomplish?
From sponsor's studv comes the sus-
pision that railroad men are hard to
educate to an appreciation of adver-
tising, that the radio industry has nev-
er properly sold the medium to them.
From this study, too, comes glimpses
of why the airlines, bus lines, and oth-
er travel mediums are taking the pro-
motional play I and business I away
from the railroads. Herewith is the rec-
ord — as much as the study uncovered.
America's $30,000,000,000 railroad
industry probablv is spending more
money in broadcast advertising today
than ever heroic. Yet this amount —
less than S4.000.000— is only a small
fraction of its total expenditure of
$25,000,000 or more in all media.
The largest single broadcast item is
the $l,000.000-a-ycar Railroad Hour
sponsored by the Association of Amer-
ican Railroads on NBC Mondav nights.
After 10 years of concentration in
magazines, the AAR switched the bulk
of its expenditure to network radio on
4 October. 1948, when The Railroad
Hour was launched as a 45-minute pro-
gram on ABC. Even with the move to
NBC last 3 October, when the "Hour"
became a half-hour. AAR cantinues to
spend most of its monev in radio, with
about $700,000 going to magazines.
The Railroad Hour is paid for bv
all but one of the nation's 135 Class 1
railroads, in proportion to their operat-
ing revenue. The single non-partici-
pant is the Chesapeake & Ohio, whose
stormy chairman. Robert R. Young,
has established the Federation of Hail-
way Progress as a rival to AAR.
Some roads, such as the Pennsyl-
vania, regard the Hour as "their" pri-
mary broadcasting effort. A few. how-
ever, have conducted, or are conduct-
ing, fairly extensive broadcast cam-
paigns of their own.
For about 18 months during the
.\o longer on I In- Air
Conductor of "Your America" realizes, ambition
C&O was sponsor of "Information Please"
war. the Union Pacific (largest rail- call) over many stations,
road advertiser, with a 82. 5< 10.000 The New York Central has been car-
over-all annual budget I sponsored rying announcements in seven cities
Your America, weekly "salutes" to in- consistently for three years, and last
dividual industries and states, over April began a series of TV announce
coast-to-coast networks, through Caples ments in New York. The Southern
Company. During that period UP's Pacific (also FC&B I is not using the
annual broadcast expenditure was air as heavily as it was. The Santa
about $500,000. Last fall it sponsored Fe buys radio announcements now and
a live-sports TV show in Los Angeles, then, is currently sponsoring a 13-
It uses radio announcements periodi- I Please turn to page 55 i
Currentlv on Television
B&M program is based on drawings by Dahl
Burton Holmes sells Southwest for Santa Fe
2 JANUARY 1950
31
Before ynii junk
your Commercial
1.000 members of TV Critics Club
reveal which favorite commercials
make them purchase the product
It may displease a lot of people and
still sell a lot of goods.
Just because a TV commercial isn't
well liked is no reason to junk it. A
commercial, on the other hand, may
delight practically every viewer ex-
posed to it and still not pay for itself
in sales. Like or dislike of a commer-
cial is in itself no criterion of the
commercial's efficiency.
Several of the best-liked brands re-
ported in an American Management
Counsel study (see table illustrating
this story ) do not even appear on the
list of products named by the same
respondents in answer to the question:
"Have any TV commercials or demon-
strations influenced you to buy a prod-
uct you never bought before?"
This study was confined to the New
York Metropolitan area covered by the
circulations of the New York Herald-
Tribune and Daily News. It was con-
ducted by mail at the end of last Octo-
ber among 2.000 members of the TV
Critics Club. This is a group spon-
sored by Look Hear, a commercial TV
column written by Maxine Cooper and
at present appearing once weekly in
the News and Herald-Tribune.
Of the 2,000 names selected at ran-
dom from the Critics Club member-
ship. 1.144 filled out and returned
questionnaires. Slightly more than
half of the questionnaires were re-
turned 1>\ women, and nearly three
quarters of these women were married.
About 60% of the men who replied
were married.
Most of the women respondents
were housewives — 64.8%. Secretary-
bookkeepers accounted for 8.8% and
students 4.6% . Occupations of the re-
mainder of respondents were widely
scattered, each accounting for less than
2.0%. Only 4.0' y failed to list an
occupation.
The men respondents, instead of
falling into one big occupational cate-
gory as did the women, were spread
widely over a dozen. Topping the list
with 11.8% was non-factory skilled
labor. Skilled factory labor accounted
for 3.4%. Office workers accounted
for 10.0%, followed closely by non-
factory unskilled labor with 8.9' < .
Right on the heels of unskilled labor
came the professional category with
8.7% • Student and management each
had 7.0%. Government service, sales-
man, non-active, proprietorship, and
service categories ranged down from
5.5% to 3.0%.Misellaneous accounted
for another 5.1% and 15.4' < failed to
specify an occupation.
An impressive number of the people
who bought cigarets as a result of
a TV commercial not only bought Old
I. SANKA tops coffees purchased. Molly Berg's commercials high 2. LIPTON commercials sell well, but don't show strong liability score
Golds, but also said the) particularl)
liked the commercials. The) are done
live with an announcer and the danc-
ing cigaret cartons. Of the L70 \ iew-
ers who mentioned it, onl) 43 said
the) disliked it.
The choice of commercials was not
influenced h\ a checklist. The ques-
tion read simply: "If you particularl)
like or dislike a TV commercial, list
them under follow irig : il like: I dis-
like). Thus the commercials named
were spontaneous choiees. The same
is true of the brands named as bought
for the first time because of television.
The Old Gold commercial, seen on
ABC-TV's Stop the Musi,- and NBC-
TVs Original Amateur Hour captured
rtearl) a third of the 94 people of the
sample who bought a new brand of
( igarets because of television. Per-
( entage-wise, the cigaret brands men-
tioned lined up as follows:
Old Gold 29.2',
Chesterfield . 26.6
Philip Morris . 17.0
Pall Mall . 6.6
I. inky Strike 4.7
Camel 4.7
Miscellaneous brands 1.8
Brands not specified 9.4
With the exception of Old Golds and
Chesterfields, the commercial liking
score for brands mentioned bore little
if any significant relation to the degree
to which they were purchased. This
did not hold true for brands in ever)
category, but it happened often enough
to raise a serious question as to the im-
portance of the "liking"" element. Cig-
arets lined up this \\a\ :
(Miislion: If
5 on parliouhi
irl^
liko or
d
i.sliko a TV
commercial, list
llll
dor like
dii
ilike
', Who Lik
9
No. Who Like
Total No. of
Product
TV Commerc
ai
Commercial
Respondents
Chiclets
98.1
51
52
BVD
95.3
94
93
35
250
78
98
Ballantine
Spcldcl
94.9
98
94.6
37
Texaco
90.0
275
85.7
91
Tide
83.6
82
86
98
Lipton Products
82.7
104
77.5
49
62
127
77
50
56
Auto-Lite
76.5
81
Old Gold
74.7
170
Lucky Strike
73.3
105
Chesterfield
71.5
70
Camel
71.0
38
52
Pepsi-Cola
61.9
26
42
Borden Products
Lincoln -Mercury
56.2
18
41
92
54.7
32
Gillette
42.9
15
11
14
3
75
Pall Mall
20.0
35
Philip Morris
16.7
55
Whelan Drug
3.3
84
Rank in
Rank in Liking
Purchase Commercials
Old Gold 1 1
Chesterfield _ 2 3
Philip Morris 3 6
Pall Mall 4 5
Luck) Strike 5 2
Camel 6 4
Three of the most disliked commer-
cials, shown in chart at the head of
this story, are those for Philip Morris,
Pall Mall, and Gillette. They also hap-
pen to be the same three commercials
reported by the Starch continuing
study of TV commercials as least liked.
Nevertheless, both Gillette and Philip
Morris rank well up in the list of new
brands purchased as the result of
watching television, according to tin
\merii an Management Counsel report.
\\ hether or not selling that irritates
as many people as do these shaving
and cigaret commedcials is good ad-
vertising in the long run is another
question. Most advertisers are in-
clined to stick with what is getting
current results. They figure to worn
later about what to do when their
advertising loses its punch. Gillette,
of course, is the sponsor of top-drawer
national sports events, as well as box-
ing every Friday night from New
^ ork. and other events such as the
(Please turn to page 57)
3. PHILIP MORRIS third in purchases, but commercials last in liking
1, COLGATE first in dentifrice sales, as the kiddies pressure mom
Mr. Advertiser:
YOU CAN DO IT AS
WELL (Maybe Better)
AND FOR LESS
with
TELEWAYS
TRANSCRIPTIONS
The following transcribed
shows now available
AT LOW COST!
JOHN CHARLES THOMAS
260 15-Min. Hymn Programs
SONS OF THE PIONEERS
260 15-Min. Musical Programs
RIDERS OF THE PURPLE SAGE
156 15-Min. Musical Programs
STRANGE WILLS
26 30-Min. Dramatic Programs
FRANK PARKER SHOW
132 15-Min. Musical Programs
MOON DREAMS
156 15-Min. Musical Programs
BARNYARD JAMBOREE
52 30-Min. Variety Programs
DANGER! DR. DANFIELD
26 30-Min. Mystery Programs
STRANGE ADVENTURE
260 5-Min. Dramatic Programs
CHUCKWACON JAMBOREE
131 15-Min. Musical Programs
Send for Free Audition Platter and
low rates on any of the above shows
to:
TELEWAYS «oSuH?ons.
8949 SUNSET BOULEVARD
HOLLYWOOD 46, CALIF.
Phones :
CRestview 67238 • BRadshaw 21447
RTS. . .SPONSOR REPORTS...
—continued from page 2—
Gilbert invades
video research
Gilbert Youth Organization has formed Gilbert Tele-
vision Research Company, and will probe looker-
listener reactions to TV commercials in home.
Technique is based on portable projector which in-
terviewer takes into living room — any living room,
since it is battery-operated. Device repeats
actual commercials, picture and sound.
NARSR elects
Avery president
Lewis H. Avery of Avery-Knodel , Inc., has been
advanced from treasurer to president of National
Association of Radio Station Representatives, New
York, succeeding Frank Headley of Headley-Reed.
Richard Buckley of John Blair & Co., was named
vice-president ; James LeBaron, RA-TEL Representa-
tives, Inc., secretary, and Joseph Timlin, Branham
Company, treasurer. Tom Flanagan continues as
managing director.
1,800 stations aid
democracy contest
More than 1,800 broadcasting stations — AM, FM and
TV took part in nationwide "Voice of Democracy"
radio script contest, sponsored jointly by NAB, RMA
and U.S. Junior Chamber of Commerce. One million
high school students were entered.
"Feature Foods"
to go national
After 15 years on WLS, Chicago, "Feature Poods"
radio program and merchandising service is being
expanded to other markets by Feature Radio, Inc.,
Chicago, headed by Lyman L. Weld and Paul E. Faust.
Services for sponsors include checking distribu-
tion, and position on shelves, "educating" grocers
and clerks, arranging for promotions and checking
displays.
Video set sales seen
rising 50% in 1950
Don G. Mitchell, president of Sylvania Electric
Products, relative newcomer in TV set-making, pre-
dicted in year-end statement industry's TV set
volume will be 3,750,000 in 1950, or 50 per cent
more than in 1949. . .RMA — which has switched
report on TV picture tubes from quarterly to
monthly — said sales of these tubes in October
were 100 per cent more than average for third
quarter of 1949.
34
SPONSOR
HO, $10 ISN'T
OUR FREQUENCY
ITS OUR N£W ADDRESS
IN NEW YORK
2 JANUARY 1950
35
Mr. Church
The
Picked Panel
answers
Mr. Shorin
When the first
electrical trans-
cription library
became available
K M B C quit
broadcasting
phonograph rec-
o r d programs.
We subscribed to
the idea that the
listening public is
entitled to music different from that
already obtainable at any good record
shop music recorded with highest
possible fidelity, superior in quality to
phonograph records. KMBC was one
of the first subscribers to the World
Library, recorded vertical cut by the
Western Electric System, a superlative-
ly fine recorded program service.
Do ET programs utilizing libraries
please the public'.'' Do the) build high
ratings':' Do they please advertisers?
Our experience at KMBC neables US
i.i enthusiasticall) answer yes.
"The Bandstand," broadcasl Late
Saturda) afternoon bj KMBC for
main \earsl and moic icreullx also
bj KFRM I had rated as high as L0.1
(Conlan, November, 1947) when an-
othei K< ! station was cat 1 5 ing a Notre
Dame football game! \t 1 :45-5 p.m.
Mondays thru Fridays on KFBV1 "I In
llantbtand" rated 2.."> in a (Ionian area
survej I March. L949).
■■ V Kansas Citj Dine-" is anothei
program we have buill from the World
Librarj on KMBC manj years, re-
i enth also on KFRM. W hen it was on
Mr. Sponsor asks...
"Can a national advertiser build a profitable
program by using a station transcription
library?"
Joseph E. Shorin
President
Topps Chewing Sum, Inc., N. Y.
daily — Monday thru Saturday (>:1.>
6:30 p.m. — Conlan rated it 13.8 and
12.7 in February, 1939 and December,
1940. This program has made a fine
vehicle for spot announcements.
"The Lynn Murray Show," built
from the World Library, on KFRM. in
March. 1949. showed a Conlan area
rating of 3.1, darned good for Satur-
day afternoon in the great open spaces.
Our own transcription library of
"The Texas Rangers'' which we s\ n-
dicate nationally has gained Hooperat-
ings as high as 27!
Among our current largest sponsors
of programs utilizing library ET's on
KMBC are Borden — 6 quarter-hours
weekly mid-afternoon — "The Dick
Haymes" show: Purity Bakeries,
Rutherford "HyPower" Chili and Ta-
males, and B-C.
Arthur B. Church
President. KMBC-KFRM
Kansas City. Missouri
National Adver-
tisers not only-
can, but are find-
ing profitable
programs in sta-
tion transcrip-
tion libraries.
While it is
true that most of
the top Hooper-
ratings are held
by dramatic and varietj shows, sur-
vej has show n that, in the long run, the
pul. Mr prefers music. Manx eminent-
ly successful musical programs have
been selling merchandise via the net-
works for years, and. in a number of
< ases, independent stations Mending
showmanship with a smart selection of
'■(aimed"' music have been successful
Mr. Porter
in actually swinging a larger audience
than rival network stations with "talk
programs.
Music has wide audience appeal. If
a national advertiser can find a profit-
able musical vehicle on the networks, it
follows that he can duplicate his suc-
cess in individual markets with the
station transcription library. First of
all. the word "transcribed" no longer
bears its once ugly stigma. Way back
in 1938, in an audience survey that I
conducted in Boston, it was found that
the average listener preferred trans-
scribed or recorded "name"' talent to
equally good but relatively unknown
"live" talent. Today a large percent-
age of the top network shows are tran-
scribed, and transcribed syndicated
shows are enjoying good ratings. The
public has stamped its approval on
transcribed programs. — they are just
as acceptable as "live"' shows, and
often more so.
Secondly . a good station transcrip-
tion library will outperform a class
"A" network line in the matter of
fidelity- it is replete with the "big-
gest" names in radio, contains distinc-
tive musical arrangements especially
produced for radio showmanship, and
a tremendous amount of music unob-
tainable "ii records. Librarj selec-
tions varj in length from thirlx seconds
In ten or more minutes making it pos-
sible to pmduce shows without fading
or cutting the music. The better tran-
sci iption sen ices also contain a mj riad
ill useful opening and closing themes,
fanfare-, bridges, and interludes of all
kinds, everything in the way of basic
ingredients and production aids need-
ed to produce a "live" sounding, top
musical shoxx of an\ description
w i\si ,,\\ T. Porter
Sales Promotion Manager
II INC, U inchester, I a.
36
SPONSOR
There is no ques-
tion about it. the
answer is yes! It
has been done.
Marshall W ells
has done it with
success! 1 h c \
did it in adver-
tising their Zenith
brand of major
Mr. Green i ••
home appliances
and Coleman heaters. Marshall Wells
did il in Central Washington 1>\ using
The Stars Sing during the day and
That Man with a Hand in the evening.
Initially signed for 26 programs. The
Stars Sing was renewed four times for
additional 26 program cycles. Tailor-
made selling commercials, written by
station continuity writers, were inte-
grated with program script production
aids and a featured singer each day
(in this case supplied by Associated)
to make The Stars Sing a polished pro-
duction.
For That Man with a Band a leading
popular dance band was featured with
a standard theme and a simple open
and close identification. Commercials
were '"to the point.'" Music during the
show was segued. The program stood
on the merit of popular music by popu-
lar artists without hackneyed so-called
''ginger bread" introductions.
Each of the shows included dealers'
names from cities of Central Washing-
ton. No question was left in the listen-
er's mind about where to go to get the
product. Co-operating dealers and
Marshall Wells shared the cost in this
case. . . . The comment of one dealer:
' . . . there was no other advertising
used." and that '"the radio show opened
more new contacts with buyers than
any other advertising did."
I ranscription companies spend mil-
linns supplying stations with the best
music in the world. Improving script
-<•[ vices go with the music, voice tracks
of the stars, special themes, promotion
pieces. And that isn't all. they are
regularly adding features to increase
the flexibility of service to broadcasters.
National advertisers can cash in on
each local market b\ judiciously
''beamed'" selection of day or night
time, dependent on the product appeal.
Program and sales staffs of each sta-
tion can be of great value because of
their familiarity with each market.
W. M. "Bili."" Green
Program Manager
KPQ. It enatrhee. Washington
2 JANUARY 1950
Watch the
New WDSU
No Other New Orleans Station
Offers Sponsors Such Complete Coverage
of the Important Woman's World!
Joyce Smith, Woman's Program Director,
creates and cues her AM & TV programs
to strike the rich, influential woman's mar-
ket. Gardening -fashions -drama -cooking
(featuring Lena Richards, nationally known
Creole cook) — are among the varied pro-
grams available to dollar-wise sponsors.
Write for further details!
EDGAR B. STERN, JR
Portner
ROBERT D. SWEZEY
General Manager
LOUIS READ
Commercial Manager
37
It AKIIiV I.OOIIS
I ISIIIX. KOOTS
SPONSOR: Nolde Brothers Baker) VGENCY: Direct
CAPSULE I VSI HISTORY: Santa Clans and TV
have combined their popularity with jruitjui results. In
a three-time-a-week, half -hour presentation. "Santa Reads
His Mail." Santa was shown eating a piece of holde s
fruit cake. Since the first live commercial, 4 programs
ago. over 1500 letters have poured in with 70' i men-
tioning the sponsor or his products. Locally produced by
the WTVR staff, the highly-successful program is in its
second year.
W l\R, Richmond, Va. PROGRAM: Santa Head- Hi- Mail
SPONSOR: Biiflf- Trading Posl VGEN< \ : Not listed
CAPSULE CASE HISTORY: This pleased sponsor
drew an immediate response from tlie lzaak Walton dis-
ciples. Featuring a weekly sportsmen's show, plugging a
different item each week, the bail this lime was a good
buy on fishing boots. The results were jour persons in
the store to buy before the program was off the air with
a sell-out the next day.
WHEN. Syracuse
PROGRAM: Sportsmen's show
— •
TV
results
«*—*»— »«i« k ■ i n ii
-J
sipmi mviiki i
SPONSOR: Forest Park Super Market
VGENCi : Direct
( \I-M I.I. CASE HISTORY: A half-ham and a chile
bean dinner were the ''stars' of spot announcements on
the "1 Hear Music" stanza (6:30-7 p.m. M-W \. As a re-
sult. 89 full hams and 153 chile dinners were sold — a
complete sell-out. The sponsor says: "1 still can't get
over the immediate response to my 7 7 demonstrations.''
WICU, Eric Pa.
PROGRAM: Spots
AUTOMOBILES
14 1 CREAM
SPONSOR: St. Paul & W. R. Stephen- VGENCY: Direct
Kuick Cos.
CAPSULE CASE HISTORY: This Sunday evening
newsreel program faced stiff competition with Walter
Winchell as its radio opponent. Sponsors offered toy
model Buick cars to the first 100 requests and more than
1500 cauls, letters and telegrams were received the next
day. i live commercial is used with a new Buick model
driven into the 77 studio each day.
WTCN-TV, Minneapolis-St. Paul PROGRAM: Movie Newsreel
SPONSOR: General Ice Cream AGENCY: Not listed
CAPSULE CASE HISTORY: Winter weather was not
a draw back to ice cream fans. Two ice cream suckers
were offered to anyone Hatching Sealtest's three-time-a-
week TV spot provided they would just send their names
to the "Scaliest Ice Cream Man.' The offer was made on
three consecutive broadcasts the result— 2,617 pieces of
mail.
WBEN-TV, Buffalo PROGRAM: Spots
APPLIANCES
MILLINERY
SPONSOR: Watts Plumbing 8 Electric AGENCY: Direcl
I VPSUL1 1 VS1 HISTORY: A one-minute commer-
cial ikis enough to com line this compain of the selling
powei of II . A studio demonstration of a G.E. electric
Disposall unit was followed by an offer to absorb the
$50 installation cost of the first 5 unlets received aftei
the telecast. Dozens of calls were received. One from u
viewer 100 miles away and one from a local home builder.
KOTV, Tulsa PROGR \M: Spots
SPONSOR: None
1 VPS1 1 1 1 W. HISTORY : No sponsor, no standard
commercials just results! kiauss Company's milliner
offered a custom tailored hat as a "gimmick" on a wo-
men's show. The very next day four orders for exact
creations were received despite the fact the) retail for
$50. Anil despite the fact, too. that few women n ill ever
order exact duplicates.
\\ DS1 1 \ . New Orleans PROGRAM: Joyce Smith a la Mode
II, .MED, processed, edited and narrated com-
pletely by fast-moving WBAP-TV newsroom per-
sonnel is "Texas News," a 10-minute newsreel
recently named the nation's best by the National
Association of Radio News Directors.
Aired at 6:45 p. m. Sunday, Tuesday, Thursday,
Friday and Saturday* on the Star-Telegram's
WBAP-TV, an average "Texas News" covers
eight stories — four from the Dallas area, and
four from the Fort Worth area. No story is over
2 \ hours old, and many of them develop as late
as two hours before air time.
"Texas News" staffers often travel over 300 miles
by auto or chartered plane to get one story. Their
filmed stories have been telecast repeatedly over
NBC and other stations across the nation.
"Texas News" is a top example of station pro-
gramming. WBAP-TV, the Southwest's first tel-
evision station, can serve you best in the Fort
Worth-Dallas area. Complete facilities for live
programs, commercial film production (program
or spots) are at your disposal at WBAP-TV. Con-
tact the station or Free & Peters for details.
Sponsored by Texas Electric Service Co. Tuts.. Fri., Sun. and the
Southwest Chevrolet Co. on Thnrs.
FREE & PETERS, INC. Exclusive National Representatives
Fort Worth Dttroit Atlanta San Frtnelico Chicago N.- York Hollr.ooJ
2 JANUARY 1950
39
BACKSTAGE
{Continued from page 25)
they had been influenced directly by
the radio copy.
Soon after research had gathered
this information and passed it on to
the radio department, the "dream girl"
was read) to tour the country. With
the client's approval, plans now call
for use of one-minute announucements
in the leading markets during 1950.
The markets selected are those where
an extremely high proportion of U. S.
drug sales take place each year so that
the coverage can be considered nation-
wide for Lustre-Creme purposes. Time-
Inn cr Frank Daniel chose stations for
the campaign on the basis of Hooper.
Pulse, and BMB figures. But after the
campaign has been under way for a
while he and Keeseb will tour the
country to get an on-the-spot impres-
sion of the campaign's effectiveness,
worked out locally.
Such continuous checking of results
used in the "dream-girl" commercials
and to see how the various approaches
radio department. Even when a client's
sales are good in a given area. L&M
is one of the important activities of the
may recommend a change in the cli-
ent's schedule. A case like this came
up recently. One client had a series
of evening newscasts on a regional net-
work. New ratings revealed that while
the regional network had fine listener-
ship in several cities, it was weak in
and out in the county. Timebuyer
Daniel, together with Keeseb. worked
out a better wa\ to use the advertiser's
money.
Their plan, which the client ap-
proved, called for a switch to national
network stations in the area: and a
switch from news programs to spot
announcements. The spots were bought
during station breaks between top-
notch network shows, insuring greater
listenership distributed more evenly in
both cities and farming communities.
In addition to spot radio sampaigns
like those described above, L&M has
two network radio shows which are
also on TV (Stop the Music and the
iamateur Hour, both enjoying high
ratings for Old Gold). Other programs
are in preparation For other I.W1
i lients.
The Amateur Mom provides a good
i \ainple of how the department func-
tions on a network radio and telex ision
problem. Its histon goes hack to last
fall when Stop the Music was doing
so well that it set the L&M radio men
to thinking about a second Old Gold
program. The) reasoned this way.
Stop the Music had proved it was pos-
sible to get a vast national audience at
low average cost. Whv not try for the
jackpot'.'' — to use a phrase made popu-
lar b) another quiz program. Win not
get a second relativelj low-cost pro-
gram which appealed to another type
of audience?
The Original Amateur Hour, then
up for sale as a package, filled the bill
perfectly. While Stop the Music was
along smart review lines, featuring
popular songs included as much for
entertainment as for quiz value, the
Amateur Hour was homey. famil) en-
tertainment which might present any-
thing from a five-year-old crooner to
bird imitations. Moreover, the Ama-
teur Hour radio program was ideal for
out of town origination. L&M, through
short but significant previous experi-
ence with the traveling Guy Lombardo
program, had realized the merchan-
dising value of a show which could
make local appearances.
Here was one factor which might
have proved a hitch. Reemack Enter-
prises, Inc.. the production organiza-
tion representing the Major Bowes es-
tate, wanted to sell the Amateur Hour
as both a TV and AM package. But
L&M had no obpjection to this, in fact
welcomed the idea. One of the guid-
ing principles at the agency is the be-
lief that advertisers should get into
television and stake out franchises early
in the game. I In the spring of I'M!! an
L&M report to clients on T\ created
a stir b) warning that "time is ahead)
running out on the establishment of
great franchise for the future. . . .")
Actually, when the Amateur Hour
was first offered to sponsors last yeai
by Reemack it had already gone on the
air sustaining as a TV show i Duniont.
Sunda\ night i . Reemack hoped atten-
tion gained for the I \ show would
help interest sponsors in reviving the
AM presentation of the program: it
had been off the air completer) for sev-
eral years. This was decidedh new
twist on the usual relationship between
radio and T\ which the L&M radio
men lelt was sound thinking, \fler all.
the) reasoned, T\ had brought back
wrestling, dog acts, acrobats, and ball-
ing the jack. \\ In not the \male\n
Hour?
This seemed an even brighter
thought when the TV Amateur Hour
began to build up interest and become
40
SPONSOR
one ot the most talked-about television
programs. At this point, in JuK of
1048. Nick Keesely, L&M president
Ra\ \ ir Den, and Tom Doughten, ac-
count executive, went to the P. Loril-
lard Company and got approval for
purchase of the A\l-T\ package.
To select the time and station for the
\\1 Amateur Hour, timebuyer Frank
Daniel studied availabilities, compara-
tive eosts. coverage, and the ratings
of adjacent programs. This last fac-
tor, in particular, influenced L &M s
choice of Wednesday night on ABC.
This was the night Bing Crosby,
Groucho Marx, ami Milton Berle were
on — all in a row. \nothed strong rea-
son for choosing ABC was that Stop
the Music was on this network as well;
I AM could thus lm\ time from ABC
at the highest discount rate.
The TV Amateur Hour remained on
Dumont Sunday nights where it had
alread) begun to build up an audience
as a sustaining program.
Basically, the entertainment side of
both the AM ami T\ programs was up
to Rcemack. L&M's job was to con-
vert the program into sales through
effective commercials. Stop the Mu-
sic s easy-going Old Gold commercials
set the pattern For the AM Amateur
Hour. The same announcer. Don Han-
< cm k. was to be used to deliver low-
pressure, down-to-earth, and conversa-
tional air cop) in line with Old Gold's
theme: "We're tobacco men. not medi-
cine men."
But what about the TV show ?
Lennen & Mitchell believes that
everything done before television cam-
eras should be designed specifically
for the medium. For the TV Amateur
Hour commercials, therefore. L&M se-
lected a man who at that time was al-
read) a rising television personalih
Dennis James.
Dennis James is the ingenious voice
behind the scenes who put bounce into
Dumont (WABD) wrestling telecasts
b\ proceeding on the logical assump-
tion that wrestling is a branch of the
theatre rather than a pure competitive
^port. When one wrestler grabbed an-
other b) the elbow and started twist-
ing, James would provide the sound
effects of a bone cracking. When the
punishment seemed to grow unbear-
able, James might comment. "Don*!
worrv mother, he'll he all right." On
the TV Amateur Hour, the friendh
and humorous James personalis was
ideal.
lit put that personality in the right
framework, the agenc) devised a Living
room set complete with an easv chair,
end table, and book shelf backdrop.
lame- was to sit in the easv (hair, look
into the living rooms of viewers, and
talk direct!) to them about his favorite
cigarette. The lines written for James
by cop) chief Keveson would require
no shouting or orating; the) were
merely conversation — from one smoker
to another.
For change of pace, the I.WI radio
men wanted an additional commercial
Format involving Dennis James and
talent from the show. At first commer-
cials were tried in which James and
girl quartets sang the praises ol < 'M
Golds together. Then the TV art d<
partmenl struck gold for Old Gold.
In this case gold was a cigarette park
that danced. The wav the dancing
cigarette pack evolved from an idea to
one of the most effective commercials
"Lets charter a
airplane , elmirey ! "
X essir, our Red River \ alley hay-
seeds in North Dakota have an Ef-
fective Buying Income 38.2% above
the national average! That's why
they git to live so fancy!
For 27 years, WDAY has given
these fabulous farmers hundreds of
ideas on how to spend their extra
dough. . . . Latest Hooperatings
(Dee. *48 — Apr. * 19) prove WDAY
gets more listeners in every period
than all other stations combined.
IN FACT, WDAY HAD THE
NATION'S HIGHEST SHARE-
OF-AUDIENCE HOOPERAT-
INGS — MORNING, AFTER-
NOON AND NIGHT — FOR
THOSE FIVE CONSECUTIVE
MONTHS!
AND OUR RURAL COVERAGE
THROUGHOUT THE VALLEY
IS ONE OF THE SEVEN WON-
DERS OF RADIO!
Ask your Free & Peters "Colonel"
for all the amazing facts, today'.
You ain't heard nothing, >rt!
FARGO, N. D.
NBC 970 KILOCYCLES
5000 WATTS
^IfoK&PfcTERS.lK
> . I...-, N*lU»«l K.|
2 JANUARY 1950
41
Open Letter to
/ii /nt/<->.j </ /: tfjf/f/fft^/ ar/r<i/<\>i/ny • i<> J )i<±/ 52 .'//u</, Jl'eev %/o*6 /.<> . tPlaga J (i~'J(>
'//tottM't ^Pu/Ut'ca/tt-n-i ,'Jnr.
23 December 1949
Mr. Gordon Gray, President
All-Radio Presentation, Inc.
c/o WIP
Philadelphia, Pa.
Dear Gordon:
Confirming our previous discussions SPONSOR'S 30 January issue will be 100% devoted
to LIGHTNING THAT TALKS.
SPONSOR'S job is to provide tools to buyers of broadcast advertising. We consider
SPONSOR'S Souvenir of LIGHTNING THAT TALKS as a complimentary tool to the most
important single presentation ever made to them.
As expressed to you and to other members of your Committee, we are going all out
to make this Souvenir Edition extraordinarily useful. We won't go into the con-
tents now (we're keeping that as a surprise) but you have my word that we are aim-
ing at making this the highlight issue in SPONSOR'S career to date.
Our two top writers have been detached from normal editorial activity to work
exclusively on the Souvenir Edition until the job is done. Two other members
of our editorial staff are assigned under them. Eight important full length
features linked to LIGHTNING THAT TALKS are now being researched and written.
In view of the importance of the Souvenir Edition we are doubling our normal press
run, with the possibility that the final run may go even higher. Our guarantee to
advertisers is a minimum of 16,000 copies.
As discussed, we are setting an attractive price for bulk copies so that All-Radio
Presentation groups throughout the United States can order bulk copies for dis-
tribution to each person attending the area showings. The cost of 100 copies will
be $25. If more than 500 copies are ordered the cost reduces to $20 per 100.
Each copy will be bound with an attractive paper ribbon containing such words as
"SPONSOR'S Souvenir Edition of the All-Radio Presentation Film 'LIGHTNING THAT
TALKS ' . "
I deeply appreciate the enthusiasm with which you and your Committee greeted our
suggestion to do this kind of job.
Kindest personal regards.
Sincerely,
I form Kjicnn
President
Norman R. Glenn/abs
Gordon Gray
SOUVENIR EDITION OF
Lightning
That Talks
16,000 GUARANTEE
REGULAR ADVERTISING RATES APPLY
ADVERTISING DEADLINE 16 JANUARY
SPONSOR, 510 MADISON AVENUE, NEW YORK, N. Y.
in T\ reveals how closel) all the mem-
bers of the radio department work to-
gether.
The basic idea was to have a girl
dressed in a cigarette pack from the
hips up do a dance routine in front
of the camera. But how would you
gel selling punch into this routine'.''
Peter Keveson solved this one. He
~ ingested that the dance music he
muted sufficientlv so that Dennis James
could speak through the music and
make periodic comments tied in with
the dance yet referring directly to Old
Golds. Geesely got into the act b\ sug-
gesting addition of a little dancing
match box to go with the dancing pack.
And Larrv Holcomb made still another
contribution to the development of this
commercial when he devised a camera
trick which made the dancing pack ap-
pear as a tiny image in the corner of
the screen while Dennis James spoke.
After the Amateur Hour went on
AM and TV for Old Gold, Hooper
ratings and sales results proved that
it had been a wise choice. The AM
Vmateux Hour ratings are consistently
above average, topping many of the
more expensive shows i 17 November
network Hooper). The l\ program is
ninth, with 35.4 and has one of the
highest sponsor identifiaction ratings
in the medium (90% at last check I .
In the October Hooper report the Old
Gold half of Stop the Music was in
eighth place with a rating of 37.1, giv-
ing L&M a perfect score of two out of
two in the first ten TV programs. And
Old Gold sales this year are at all-
time high.
The AM and TV editions of the
Amateur Hour are not simulcast. They
are different shows with talent selec-
tions which differ widely, depending
upon visual value of the acts. But a
common theme helps link them. Each
week the AM and TV aditions salute
the same city. The TV show can't travel
but the AM edition can and does at
least once every three weeks. Taking
the show on the road accomplishes sev-
eral important things:
1. It helps build the show's local
audience in the markets visited:
2. It adds variety to the program
b) sampling the talent of different
areas:
3. It builds good will for Old Gold
and the Amateur Hour.
Each out-of-town origination is run
as a benefit for some local charitv . \ml
Consumer Market
data PLUS
srds < <)\SI MER MARKETS gives ill
ihe up-to-date figures market and media
men regularly iim- in "-electing slate.
county, and cit) markets for consumer
products.
\ national advertising manage/ writes:
"We are using il to la\ out sales quotas
mil advertising plan-." . . . \n account
executive writes: "More information
than I have evei seen in a single mai
kel data li< ><ik." . . . \ time buyet writes:
Has figures on farm radio homes and
markets I have been looking fur for
years."
The I'l.l S factor is the Servit e Ids ol
ii ii. s media > I ik<- the K\ ()( I Servu i
lit show n here i . The) supplemenl and
expand local market data with addi
tional useful information.
Send for Full Explanation folder de-
scribing the lull scope ol CONS1 MER
\1 \RKETS.
THERE'S ONLY 1 No. 1 MARKET IN OKLAHOMA
Plus Adjacent Bonus Counties in Kansas. Missouri and Arkansas
■ cm i ■ h
MICINT Or FAMILIIS INJOTIMG TtLlfMONI JIIVICI
STATION KVi
rrw* *M» t» tart MfiJMfcWiJWl !■' HM
I hi- i- one ol 258 Service- Ids in the 1949 1950
CONS! MER M \i;kl fS.
not a cent of the admission money
made in this wav goes to pay road ex-
penses of the show. This has assured
the Amateur Hour a warm reception
everywhere it his traveled.
To build up the local appeal of the
television show, talent from out of town
is frequently flown into New ^ ork after
appearances on the traveling AM show.
Keessely. who personally supervises
the AM Amateur Hour for L&M, ac-
companies it out of town every three
weeks. This gives him a periodic
chance to get famliar with conditions
outside New York City. As he puts it:
"You can't judge the radio situation
if all you do is sit around an office
leading the New Yorker magazine. It's
astounding how tastes will vary in
different sections of the country.
Accounts of how Keesely and his as-
sociates make basic decisions like those
required for the Lustre-Creme cam-
paign and the Amateur Hour tell part
of the story of how a radio department
[unctions. But what about ordinary
dav -to-day activities. What does each
man in the department do to make the
wheels go around?
Keesely. of course, has the executive
responsibility for the department. All
important decisions must pass across
his desk for approval. But, in addi-
tion, he gets out from behind his desk
frequently to take an active part in
production. He's in personal charge
ol production on the AM Stop the Mil-
>ic and the \M \mateur Hour, draw-
ing on his veais of varied radio back-
ground as a top-flight casting director,
talent head, and producer to give these
shows the smoothest polish. Another
of his important roles is liaison with
iadio clients. He's the man who irons
out an) differences of opinion which
ma) crop up — as the) always do in
the radio business. He's got a thou-
sand and one jobs to do involving tal-
ent, contracts, and relations with net-
works.
Keesely's second in command i-
w\ Holcomb, whose basic respon-
■ ililics are television production and
l' e auditioning of talent. Holcomb -
Hie man who attends all T\ rehearsals
and whips the commercials into shape.
lies also the man who sees a constant
stream of actors, actresses, and net-
work men with programs to sell. The
department has an open door and an
open mind policv . Holcomb will see
anyone with an idea for a new pro-
gram. \s he puts it: "There are as
manv fish in the sea as have been
44
SPONSOR
caught. You can't tell when someone
with a terrific program idea will walk
right in the door."
One of the men Holcomb work most
closely with i- Clarke Agnew, the T\
art director in the department. L&M,
incidently, was probabl) the first agen-
CJ to centralize TV art responsibility
under one man. This was paid off
nicely. Instead of having all of the
product art directors try to learn TV
techniques, one man concentrates on
the medium till he has the know-how
land ahilitv to keep costs down) of a
specialist.
One of Agnew's most unusual as-
signments was construction of a set
of talikng cigarette packages for a
>pc< ial commercial. He designed and
built cardboard packs with mouths
which could be opened and shut by
hidden strings. He also handles more
routine problems. For example, when
still photographs are to be shown on
the TV screen during a commercial.
Agnew orders the photographs, makes
sure it contains the right tone values
for TV.
The man who's in charge of all ra-
dio and TV copy is Peter Keveson.
He and his assistant, Frank Buck, han-
dle the entire writing load for the de-
partment themselves. If necessary.
they can call on the space copy depart-
ment for extra writing help, just as
Clark Agnew can draw on the space
art department when he needs extra
assistance.
On an account like Old Gold where
the basic theme has been determined,
kevesons job is to work infinite varia-
tions on that theme. When the client
desires something special in cop} treat-
ment — an emphasis on a Xmas gift
carton, for example — Keveson gets a
special request down through the ac-
count executive.
Though Frank Daniel's job as time-
buyer might seem self-explanatory, this
isn't the case. Everyone knows a time-
buyer is a man who studies the radio
needs of a client and the strong points
of stations in order to make a wise
purchase of time. But few people know
what happens after the time has been
bought. On a spot campaign, for ex-
ample. Daniel has a continuing flow of
decisions to make after initial schedul-
ing is over. Stations are always writ-
ing in to note that such and such a
spot was not run at the regularh
scheduled time and will Daniel accept
an alternate time. Daniel has to decide
then whether to take an alternate time
or a refund.
Sidney Hertzel, who works as
Daniel's assistant in a timebuying ca-
pacity, is also television budgel con-
trol man. He sees to it that costs for
props and ait work in T\ shows and
-minute films do not go beyond the
alloted figure. Hertzel lias an account-
ing background, worked bis way up
through the agencj accounting depart-
ment.
Another member of the department
is Bernard McDermott. the traffic man-
ager. Essentally, he's the man who
makes sure that things get where
they'he going around the department.
He sends memo- to the cop) writers
reminding them of commercials due.
He sees to it that commercials are pul
into the works on time, the works in-
cluding a trip to the client for ap-
1'ioval and submission to the network
48 hours in advance of broadcasting.
He also ships recorded commercials
out all over the country and hunts up
I \ props. On occasion he's provided
Frankenstein masks for a Holloween
commercial, old American engravings,
a sprig of mistletoe, and a pair of rac-
soon coats.
To what extent is all of this aetivitv
and division of responsibility at LWI
typical? The members of the depart-
ment themselves could give you a
pretty good answer. Several of them
have worked at one or more agencies
other than Lennen & Mitchell. And
all of them are agreed that there's no
such animal as typical. Hut. whether
Lennen & Mitchell's radio department
is "typical" or not, its activities cer-
tainlv provide a good example of the
basic techniques and procedures used
bv am agenc) radio department in
sending a client's radio dollars where
they will do the most good.
FIGURES
PROVE
SPONSOR'S
NEW NEW YORK
address is
510
MADISON
AVENUE
W
T
R
F
AM-FM
Covers the Prosperous
Greater Wheeling
Market From
BELLAIRE, OHIO
Consult the Hooper Area Coverage
Index, 3-County Area 1949, and see
how well WTRF covers the Wheeling
(W. Va.) Metropolitan Market. To see
how economically,
See THE WALKER CO. Today
? in RADIO
s infSlTOO!
YOU GET THE
MOST FOR YOUR
ADVERTISING DOLLARS
ON
WOW
590-5000 WATTS
WOW-TV
CHANNEL SIX
OMAHA, NEBR.
John J. Gillin, Jr., Pres. & Gen'l Mgr
John Blair Co. & John Blair TV
Representatives
2 JANUARY 1950
45
Love is still Box-Office
"Young Love" is that merry, warm-hearted
comedy of college-vs. -marriage, with Janet
Waldo and Jimmy Lydon scoring as a pair
of star-crossed campus lovers. The hilari-
ous complications of a secret student
marriage have kept a big and growing
audience howling for more.
Hillhotinl says: "a happy blend of...
slick production . . . bright scripting."
Cue says: "fun to listen to."
Hollywood Variety says: "it's a winner
. . . the kids can't miss."
CBS says: you couldn't ask for a nicer
show to go steady with, than this fast-
paced, top-comedy CBS Package Program,
from the able stable that put
"My Friend Irma"and "Our Miss
Brooks" in the winner's circle.
%•!• •••!•#
A CBS
PACKAGE
PROGRAM
■ 1 UW - PAY _
MONDAY nnv TUESDAY | WEDNESDAY
TWIRSPAY dbv JWIPAY
SATURDAY
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NO. 8 OF A SERIES
-
UNITED STATES
Relay Racing, -
WHEC
In Rochester
lOHO TIM*
Ui****" 1
WHEC is Rochester's most-listened-to station and has
been ever since Rochester has been Hooperated!
Note WHEC's leadership morning, afternoon, evening:
STATION STATION STATION
STATION
STATION
STATION
WHEC B C
D
E
F
MORNING
8:00-12:00 Noon
Monday through Fri.
43.0 15.8 10.1
4.8
20.2
4.4
AFTERNOON
12:00-6:00 P.M.
Monday through Fri.
34.4 25.6 9.2
14.4
9.2
3.5
Station
EVENING
6:00-10:30 P.M.
Sunday through Sat.
37.5 25.5 6.7
OCTOBER-NOVEMBER
9.1
HOOPER,
11.8
1949
Broad caiH
till Sunset
Only
latest before doting time.
BUY WHERE THEY'RE LISTENING: -
N. Y.
5,000 WATTS
Rtprosontativs: EVERETT-McKINNEY, Inc., New York, Chicago, HOMER GRIFFITH CO., Los Angeles, San Francisco
2 JANUARY 1950
51
JINGLES
i Continued from page 27 i
and Chrome-Johnson, erstwhile direc-
tor of light music for the British
Broadcasting Corp., mulled over what
the) didn't like about radio, unani-
mousl) agreed that it was soap-box
commercials. The public didn't seem
to care for them, either. They decided
to fit commercials to music. After
some failures they got in touch with
Edgar Kobak, then with Lord & Thom-
as, lie saw the possibilities of their
Pepsi commercial and gave them the
green light for the now-famous
Pepsi-Cola hits the spot,
12-ounce bottle, that's a lot.
Twice as much joi a nickel, too.
Pepsi-Cola is the drink for you.
This jingle, written before extensive
Mir\e\> on the subject, managed to
bullseye the majority of "likes" re-
vealed by the current survey shown
herein, and completed some 10 years
later. In five minutes, the pair
achieved a catchy tune with product-
name-rcmembrance value, and a sales
story in the bargain.
Unlike the Pepsi five-minute miracle,
these days little is left to happenstance.
FOR NEW YORK'S
THIRD GREAT
MARKET
ALBANY
TROY
SCHENECTADY
• WROW offers
• YOU complete
• COVERAGE and
• PROMOTION and
• SERVICE
5000 Watts • 590 K.C.
Ask
THE BOLLINC COMPANY
BASIC MUTUAL
Weeks frequent!) are required for an
analysis of the product's potentialities,
the exact message it is expected to put
across, whether it is to he delivered 1>\
a soloist or a chorus, the writing of
the jingle itself.
If the jingle is to advertise more
than one product, its adaptability for
a variety of jobs comes in for a thor-
ough scrutiny. The choice of a tune,
too, is subject to plenty of pros and
cons. Public domain music has the ad-
vantage of being free for the sponsor,
and familiar to the listener. Yet, if it's
too familiar, the listeners may never be
able to associate it with a candy bar.
a razor blade, or hair tonic. Or if he
does, his previous knowledge of its de-
lav- his new remembrance association.
Conversely, it may require a time lapse
for a new tune to catch on. It's a moot
question, but most agency executives
agree a good rule of thumb, in the
realm of public domain, is to select a
tune which strikes a familiar chord in
the listener's memory, but doesn't
bring on recollections of a Christmas
with Grandma.
To demonstrate the extreme versa-
tility of singing commercials, SPONSOR
has analyzed a number of randomly-
selected network, spot and local shows
which have won listeners' approval
and have increased sales.
Chase & Sanborn's new jingle for
Instant Coffee thrives on humor:
For better tasting Instant Coffee,
Look for Chase & Sanborn on the
lid.
For what Mr. Chase didn't know
about coffee.
Mr. Sanborn did.
So sold on singing commercials is
huge Standard Brands, which used to
sponsor such lavish programs as Major
Bowes, Edgar Bergen & Charlie Mc-
Carthy, Eddie Cantor and One Man's
Family, that a year ago it shifted to
spot broadcasting exclusively, and uses
jingles for Royal gelatin. Royal pud-
ding. Blue Bonnet oleomargarine and
( lhase & Sanborn coffee.
Several months ago, Bristol-Myers
started a spot campaign for Vitalis.
According l<> its agency. Doherly.
Clifford X Shenfield, "we decided on
jingles because we fell that to get
a< ross to men the importance of look-
ing well-groomed and attractive, we
needed an approach which would be
entertaining, and still have an emo-
tional appeal."' The theme, "Every
Jane and Judy and Alice, goes for gu\-
who use \ [talis," sung b\ a mixed
quartet, subtl) sets up a sex angle not
onlj through the words, hut bj having
the female voices come out strong at
psychological moments.
The Vitalis jingles were spotted in
as many participating programs as
possible to take advantage of an al-
ready conditioned audience. The cam-
paign started on 40 stations. Each lo-
cal \1.C. was supplied with the tran-
scribed 30-second jingle, plus straight
accompanying copj .
Pleased enough with results to up
the station total to 60 (and contem-
plating more in the near future)
Doberty, Clifford Ji. Shenfield is still
experiment-minded. \\ ithin the past
several weeks it made up. and is cur-
rent!) using, a 55-second transcription
which starts with the jingle, goes into
brief copy, and ends with the jingle.
The initial five seconds are devoted to
lead-in copy by the announcer, who is
supplied with a number of suggested
lines so he may select the one best suit-
ed to his personality and style.
The singing-talking commercial tech-
nique, which won audience approval in
the survey shown on these pages, is
represented in the majority of the ex-
amples discussed here. By sandwich-
ing the sales talk between jingles, the
advertiser loses little of his listeners'
interest and good will, gets his mes-
sage across, still remains part of the
program.
Exponents of the boy-girl technique
are Lanny and Ginger Grey, who have
been jingling (as composers, lyricists
and talent) since 1939 for such di-
verse products as razor blades, depart-
ment stores, hats, cold remedies, tea.
noodle soup. "We've written and sung
more commercials for more accounts
than we can remember," says Mr.
Grey, "but there's one thing we never
forget. Inevitably, one phrase of a jin-
gle remains in the listener's memory,
just as in a popular song. We make
certain that phrase contains the name
of the sponsor. And when people say
some products don't lend themselves
to jingles, we can't go along.
A top Grey account is the Sattler De-
partment Store in Buffalo. The) hadn't
been able to lick their advertising prob-
lem via printed media. Consisting of a
motley collection of small adjacent
stores as the firm expanded, it had
never been able to attract customers
from the wealthy side of the tracks. In
1941, Lanny and Ginger went to work
for Sattler over several Buffalo sta-
tions with a catch \ jingle that ended
with the recommendation: "go to 998
Broadwa) . . . today." 'The latter de-
52
SPONSOR
livered in Ginger's softest tones.)
After a year, Sattler's thought the
public was tired of the jingle, rated a
change. They thought wrong. \!ter a
brief interlude during which the duo
sang ;m assigned jingle, public opinion
brought the old favorite hack. In four
years, bitching 12 basic verses to the
familiar tune, it brought Sattler's dol-
lar volume from third to first plaec in
the Buffalo area. Today the clientele
buys mink coats along with bargain
basement items.
In 1948. Sattler's moved into their
new store, complete with air condition-
ing and the only escalator in Buffalo.
The store management credits its radio
advertising with making the expan-
sion possible, calls Sattler's "the store
that jingles built." Lanny and Ginger
are currently aired 102 times weekh
over WBNY, WEBR, WGR. WKBW
and WBEN.
Until this past summer, Rhcingolrl
Brewing Company used radio only on
a sporadic schedule to plug such events
as its Miss Rheingold contest. At tin
end of the prolonged New York beer
truck drivers strike last June. the v
needed a major advertising push to
remind consumers the drought wa s
over and get them to thinking pleas-
antly in terms of their product. Asreno
Foote. Cone & Beldina created a jingle
"My beer is Rheinsrold. the drv beer.'
a tune with an infectious swing. This
was aired in New York bv Rheingold
and throughout New Enarland. New
Jersey, Pennsylvania and Virginia for
local airings via transcription bv
Rheimrold distributors.
Philip Liebmann. Rheingold's vice-
president and ad manacer, is so im-
pressed bv the job done bv jinsles for
a specific purpose that the radio cam-
paign now being planned will depend
on them 100 per cent. During 1950.
for the first time in the company's
long history, radio and TV will be
used on a weekly schedule.
Another beer concern which has
chalked up singular success with sing-
ing commercials is the Red Top Brew-
ing Company. Jingles have plugged
Red Top beer and ale for 12 years.
Barbarossa beer for 10 years. Chains
breaks and spot programs have ap-
peared on more than 225 stations in
150 markets located in 21 states, and
it is estimated that more than 58.000
singing commercials are broadcast
each year, well supported by newspa-
pers, posters, window steramers. and
promotional letters. Large segments of
the population can recite "All I hear
is Red Top Beer," "Every sale is Red
Top Ale," and "All I know, suh, is
Barbarossa.''
The American Chicle Co. has devel-
oped its own distinctive form of sing-
ing commercials over a 10-vear period.
Its lyric style is so linked with the
sponsor that imitators run the risk of
giving a free plug to Adams Clove,
Beeman's Pepsin. Chiclets, Dentyne,
Black Jack, Sen-Sen or Wild Cherry
chewing gum. Here's an example:
Solo: You re all invited to the
Dentyne quiz,
Do you know how good this
chewing gum is?
Voice: Lasting flavor?
Solo: You re not missin !
Voice: So delu ious —
Solo: Right! Now listen —
Chew some Dentyne (>um
each day,
Helps keep teeth white —
breath okay!
Some years back, American Chicle
occasionally tested its singing commer-
cials against news and musical pro-
grams of all kinds. Once they had
their answer, the company devotes its
entire radio budget to selling via jin-
gles. The 1949 budget was bigger than
ever before: indications are it will be
SOUTHWEST VIRGINIA'S fllOHee* RADIO STATION
Them that Aai. . . .
gits;
There's an extra punch in your
advertising dollar on WDBJ!
To demonstrate, look at these
Promotion figures for the Fall
Campaign (Aug. 21-Nov. 21):
Newspaper Ad Lineage 19,617
Newspaper Publicity Lineage 2,160
Spot Announcements 525
"Biggest Show" Spots
(Daily Feature, 8:45-9:00 AM) 624
Downtown Display Windows . 11
plus trailers, dealer cards and letters'.
WDBJ's potential audience is over a million
people who spend almost a billion dollars yearly.
2 JANUARY 1950
53
upped in 1950.
The Chateau Martin Wine Co. de-
rided on a single identifying jingle
personality when it launched its radio
campaign in 1935. When ''Gaston,"
the suave, sophisticated Frenchman
was introduced to listeners, Chateau
Martin was selling 15.000.000 bottles
of wine yearly. Today, with an annual
ad budget of $250,000 (of which two-
thirds is devoted to radio i. the corn-
pan) sells about 45.000,000 bottles
yearly. Chateau Martin's general sales
manager, Maurice Greenberg, attrib-
utes the marked increase to "Gaston,"
who additionally appears in all the
company's newspaper and billboard
advertising.
P & G's Duz is an apt example of
the painstaking lengths to which jin-
gle-users go to make the commercial
do a dual job, fit the product to a "t",
be human and interesting. The Duz
song came into being four years ago
through an effort to harness the "Duz
does everything" slogan to the rhyth-
mic, sudsy "slosh-slosh" of a washing
machine in use.
DRUMMING
UP BUSINESS
IN
PETROLEUM
(Ky.)?
!,„„,„.»«, ■", ricl , io
»|| vna need l<> •" , r ,„pMOU»
ino »«•• "*::,ia from ""»
»»'' S" ,', e r are. every >'■'•
oftheSutel ,,„»r
II ml that's i"* 1 "
Compton Advertising tried 38 ex-
periments involving different depths of
water, quantity of suds, and size of
clothes loads before the effect was ob-
tained, and the four-line "Samba" ver-
sion created. As soon as it was put on
its nighttime program i "Truth or Con-
sequences") and its current daytime
network serial I "Guiding Light"),
brand identification shot up. More
important was an "extremely notice-
able sales increase which has held up
steadily."
Educated originators and sponsors
of jingles agree that they must not ir-
ritate the listener. On that premise,
Sachs Quality Furniture has been
breaking all the rules — unless you ex-
amine the switch used, and the rules
themselves.
The company sponsored its first
radio program in 1925, a musical
broadcast built around the Three Lit-
tle Sachs trio which ran for 6,300 con-
secutive performances. Shortly after
the show started, the company devel-
oped the idea of jingles to supplement
its regular radio advertising. These
commercials stressed (as they still do)
the store phone number. Newspaper
ads prominently displayed the number.
To increase business for its slip-
cover department. Sachs conceived a
take-off on the crab hawker in Porgy
and Bess. In the jingle the actor shouts
"I'm tawhin' about Sachs, Vm lawkin
about Sachs." But here's the switch in
the rule: After irritating the audience
beyond mortal forebearance, the com-
pany is smart enough to capitalize on
the reaction. The jingle is interrupted
b) machine gun fire followed by: "We
shot him and we're glad. We're the
Three Little Sachs, and he's been driv-
ing us crazy, too. Come to think of it.
Sachs Qualit) slip covers are something
to shout about." etc.
Ergo, listener and the Three Little
Sachs are brought together in mutual
understanding, and a chuckle, and
Sachs slip-cover department is doing
more than $1,000,000 business an-
nually .
Most successful of the jingles is
"Chitquita Banana." I nited Fruit
bonanza which is equally successful in
selling bananas, instructing listeners
in their care and preparation, and in
lending a hand I" starving kids abroad.
I F's entire spot campaign on occasion
has sold nothing but good-will, relief
from famine. \> this was being writ-
icn. Chiquita was worried about the
New York water shortage. So I F was
recording a new verse along these
lines: "Here's Chiquita to say some-
thing we should remember each day.
Our H 2 supply is getting very low.
Don't use water, unless you think you
oughter."
Possessed of a very definite person-
ality, sense of humor, and philosophy,
Chiquita is a reflection of United
bruit's thinking as exemplified 1>\
Partridge, who has been with the firm
nearly 35 years. "I'm having so much
fun with Chiquita Banana," he says,
"that if I had an independent income,
I'd do this job for the sheer love of it.
We aren't just trying to sell bananas
in place of some other fruit; we're
trying to do a job for the entire fruit
industry."
Thus, Chiquita often sings about her
new bean, "Johnny Apple." plugs Kel-
logg's Corn Flakes as a wonderful com-
bination with bananas. And no one
laughs harder than United Fruit at
Chitquita's cartoon appearances, and
the numerous lampooning versions of
the jingle.
Written by Garth Montgomery, lyr-
icist, and Len MacKenzie. composer,
in 1944 the sponsor and agency imme-
diately went overboard for it. It took
six months for the public to follow
suit, but when it did. the attachment
became ardent and lasting. The jingle
has been played by the Boston Sym-
phony, commented on by Time maga-
zine, and featured in a sermon at the
Euclid Avenue Baptist Church. As a
technicolor 80-second film, it has been
shown in nearb 100 motion picture
bouses, many of which would never be-
fore accept a commercial film. Recent-
ly, it made its T\ debut — an event of
such proportions, and one requiring
such an unusual omount of previous
groundwork that it will be dealt with
in detail in the second part of this ar-
ticle, devoted to singing commercials
on video.
The history of "Chiquita Banana"
is so replete with production problems
and their solution, with the concep-
tion and workings of a highlj inte-
grated advertising philosophy, with
human-interest value closeb paralleled
b\ fundamental working value, that it
will be the subject of an entire SPONSOR
article in a forthcoming issue. * * *
510 MADISON AVE.
Is SPONSOR'S New Address
SPONSOR
RAILROADS
{Continued from page 31)
week series of Burton Holmes film
travelogs on three video stations. The
Milwaukee Road, however, regards its
eight-year sponsorship of 15-minute
newscasts over some 25 on-line sta-
tions in the Northwest, as a basic part
of its advertising program.
A recent convert to broadcasting is
the Lackawanna which on 15 Novem-
ber began a schedule of one-minute
musical announcements in 20 on-line
cities to help introduce the new stream-
lined train "Phoebe Snow." J. Hamp-
ton Baumgartner, public relations man-
ager, said: "While this is our initial
venture into radio, we regard it as a
primary part of our advertising pro-
motion in support of the "Phoebe
Snow." In all probability we shall con-
tinue to use radio after this special
campaign has been concluded."
Among consistent sponsors of news-
casts are the Chicago & North Western
and then Denver & Rio Grande. Both
radio and television are major factors
in Boston & Maine advertising.
On the other hand, although ;'ie
Chesapeake & Ohio was a regional
sponsor of Information Please on Mu-
tual from 26 September, 1947. to 25
June. 946 (when Robert R. Young was
stirring up public opinion to influence
the Interstate Commerce Commission
in letting him exercise his "working
control" of the New York Central),
it has done no air advertising since.
In fact, C&O's entire advertising pro-
gram has been sharply reduced this
year.
The biggest share of the cost of The
Railroad Hour falls on such leading
roads as the Pennsy, New York Cen-
tral. Union Pacific, Santa Fe and
Southern Pacific. But even including
them the average cost for all 134 roads
is only $7,463 a year or $146 a broad-
cast — which is certainly less than any
of them pay to print timetables.
Featuring Cordon MacRae, baritone.
and a different female star each week,
the series consists of a streamlined ver-
sion of operettas and musical comedies
with well known guest singers.
The AAR and its members promote
the program in various media — includ-
ing car cards, dining car menus, pos-
ters, envelope stuffers. tag lines in AAR
magazine advertising, employee maga-
zine features and ads. timetables, and
announcements on terminal public ad-
dress systems.
Of the four consecutive shows on
the NBC "Monday night of music,"
the latest Hooperatings give Railroad
Hour 9.6, as against 8.1 for Voice of
Firestone, 6.3 for The Telephone Hour
and 5.0 for the Cities Service Band of
America.
To learn what type of listeners the
show was attracting, AAR last March
I when it was on ABC) offered a 64-
page question-and-answer booklet
about railroads, entitled "Quiz." It
brought 37,753 requests. Subsequently,
repeated briefly at the end of seven
broadcasts, the number rose to 49,383.
Analyzing the response, the AAR
found that, although no comment was
requested, 7,241 wrote favorably of
The Railroad Hour. There was onlv
one unfavorable comment. Sixty-four
per cent of those who replied were
men, 25 per cent women, 8 per cent
children, and the rest not identifiable.
The Chicago, Milwaukee, St. Paul
& Pacific, better known as "the Mil-
waukee Road." has long used radio as
a basic part of its advertising program,
reports C. C. Dilley of Chicago, adver-
tising agent (manager).
"Our earliest exeperience was with
live and recorded one-minute announce-
ment," he said, "but for the past eight
IH
IT TAKES WBNS TO RING CASH
REGISTERS IN CENTRAL OHIO—
In and around Columbus in central Ohio are 163,550 families
who loyally keep their radios tuned to WBNS day and night.
They have learned by a quarter of a century of listening that
they can believe what they hear on WBNS. This market is not
only thoroughly covered by WBNS but there is the extra bonus
of program duplication on the affiliated FM station WELD. That's
why advertisers who wish to do a complete and profitable selling
|ob in central Ohio naturally select WBNS as their principal
radio medium. WBNS has a long list of both local and national
advertisers who consistently broadcast their sales messages over
this station for year after year to the tune of sweet music on
the cash registers.
ASK THE LOCAL ADVERTISERS
ABOUT WBNS . . . THEY KNOW—
The local merchants know from experience what radio station
pulls returns and which one does not. They get together. .
They compare notes. ... So ask Roger Jewelers, Carlile Furni-
ture, Hanna Paint, Capital City Products Company, Reubens
and dozens of others here in Columbus. Many of them will tell
you that they have been using WBNS for twenty-five years and
each one will testify that this station always brings in the cus-
tomers and does the job at low cost too.
YES, AND ALSO ASK THE NATIONAL
ADVERTISER ABOUT WBNS —
National advertisers do not spend their money wildly. They test
and retest before embarking upon a campaign. . . . And here in
Central Ohio the field tests supported by Hooperatings prove
that WBNS has the audience which does the buying. That's why
more national advertisers use WBNS than
any other Columbus station.
COVERS
tY4 TRAL OH} C
IN COLUMBUS, OHIO IT'S
T~T
POWER 5000 D.1000.N CBS
ASK JOHN BLAIR
2 JANUARY 1950
55
years our major use of radio has been
15-minute newscasts on on-line sta-
tions" — currently 25 of them. Com-
mercials are devoted primarily to train
service, such as the "Hiawathas." But
some are institutional: some promote
lesser-known departments of the rail-
road, such as the agricultural, mineral
and industrial departments. Others dis-
cuss freight service, or tax problems:
special trains and conducted tours, or
new stations or other local improve-
ments.
"Our radio advertising, except for
a series of announcements in Alaska."
Mr. Dilley explained, "is on a once-a-
week, year 'round basis, with the day
and time chosen to reach an audience
of both men and women." Other adver-
tising is used to support radio pro-
grams only when the railroad changes
stations or newscasters.
Although the Southern Pacific has
had considerable experience with ra-
dio, it has done "very little" with it in
recent years, replied Fred Q. Tredway
of San Francisco, general advertising
manager.
"Before the war for several years
we put on several types of programs,
— dramatic and then audience partici-
FIRST
AGAIN!
Sunday afternoon tele-
vision programming has
been started by KDYL-
TV, marking another
"first" for Salt Lake
City's first television
station.
In 1950 — to tap the
rich Salt Lake City
market — remember
these powerful selling
twins, KDYL and
KDYL-TV, always out
in front.
Salt Lake City. Utah
National Representative: John Blair & Co.
pation — in Los Angeles, "getting SP
executives there were pleased with the
programs and "felt they were helpful
in a promotional way, although we
could not get any definite indication
in dollars and cents." A high propor-
tion of SP passengers had heard them.
During the war the railroad spon-
sored a half-hour dramatic program
over Mutual — Don Lee to recruit la-
bor. Hooperatings ranged from 5 to 9.
For a year after the war's endn the
SP continued to sponsor the show, for
traffic promotion.
"Although we had a very good au-
dience" throughout the entire period,"
Mr. Tredway pointed out, "we got very
little reaction in definite sales or from
offers of booklets or similar material.
. . . We regard radio as a good back-
ground medium for our other adver-
tising. . . . We feel that spot radio is
the most effective for our purpose, and
particularly good when anouncing a
new service, a new train, etc." He ad-
mitted, however, that as "sporadic
user," the SP has had trouble in get-
ting good announcements.
The company's radio programs have
been promoted in newspaper, outdoor
poster, window display advertising and
newspaper publicity.
A more consistent announcement is
the New York Central, which has used
one-minute radio announcements for
three years. About 15 announcements
are scheduled weekly in Boston, Chi-
cago, Cincinnati. Indianapolis, St.
Louis, Springfield. Mass., and Wor-
cester.
The announcer devotes about 15 sec-
onds to straight weather reports prior
to the commercial, the bridge into
which is: "But it's always fair weather
on the 'Mercury' and 'Twilight' ' — or
the "Southwestern Limited," or some
other train. The announcements also
have been used for all-expense tours
and excursions.
The Central's broadcast efforts, said
Harry W. Frier, account executive
at Foote, Cone & Belding, New York,
are "100 per cent passenger traffic and
not 'institutional'.'' Broadcasting is re-
garded as an "essential" but "not nee
essarily a primary part " of the adver-
tising program. \imouncements arc
employed because the} provide "flex-
ibility in localizing our message.
Since last April the New York Cen-
tral has sponsored a series of six one-
minute filmed television announce-
ments a week on New ^ ork City sta-
tions. Nine different ones feature
trains, coach service, overnight service,
resorts.
The railroad considers the TV effort
as "experimental. It is virtually impos-
sible to trace any direct results to it."
The Atchison, Topeka & Santa Fe
uses announcements "occasionally." re-
ported A. A. Dailey. Chicago, general
advertising manager. "Those occasions
are when we want to put some extra
promotion behind some of our service
in a particular community where sales
are dropping off." The announcements
are broadcast several times daily for
two or three weeks. "So far this year
we have used spots in three different
areas." Usually these are scheduled in
conjunction with newspapers — "and
the combination usually helps boost
sales." He could not say which of the
two media does the better job.
The Denver & Rio Grande Western
sponsors a morning newscast in Den-
ver, an evening one in Salt Lake City.
Both are three times a week. In addi-
tion, during the skiing season, the
D&RGW uses announcements on disk
jockey shows, to attract teenagers,
and on evening news shows, to reach
adults. Ninety-five per cent of the
commercials, said Malcolm T. Sills of
Axelsen Advertising Agency, "pro-
mote specific passenger trains and
special excursions. 3 per cent are in-
stitutional, and 2 per cent promote
freight business. The R&RGW devotes
about 5 per cent of its annual budget
to radio. It promotes the radio pro-
grams in window displays and in
footnotes on outdoor advertisements.
Ski special commercials, are re-
sponsible for the majority of ski-train
sales. The road could not measure
accurately- the response to newscasl
commercials, "but comments to ticket
agents and officials indicate that they
are effective."
The Chicago & North Western re-
ports onlv one broadcast program,
the "400" Hour, an early-morning
newscast over WGN, Chicago. The
railroad, however, has sponsored it
for more than 10 years — which may
be a record for railroad consistency
on the air. Several years ago, when
the C&NW announced its intention of
discontinuing the -how. so many lis-
teners complained that it was con-
tinued.
"Radio has always been closely
linked with the Boston & Maine in its
advertising schedules," replied George
II. Mill of Boston, publicity manager.
"The B&M was one of the first roads
56
SPONSOR
to use radio for public relations. The
jingle "Timetable Mable" was com-
mercially scheduled more than 500
times, and became so popular that it
was printed in sheet music, chosen by
listeners as one of the most pleasing
radio commercials."
The B&M has now jumped into
television. On 30 December, 1948, it
started the Boston & Maine Winter
Sports Special. Featured each week a
different on-line sports area and a talk
by a representative of that area. The
stage set was the interior of a ski
lodge. After the talk, a 150-foot film
showed the area and skiing conditions.
Its next TV venture was the Boston
& Maine Railroad Show. On-the-spot
films featured different railroad opera-
tions, and an official discussed them.
During this 10-week series viewers
"rode" the cab of the "Kennebec" ex-
press from Boston to Portland. An
offer of a set of photographs of this
run, made on two shows, brought in
1,500 requests.
Last fall the B&M went into TV
again with a 13-week series featuring
New England cartoonist Francis Dahl.
known for his good-natured ribbing
of Bostonians. A Dahl family romps
through situations in B&M cars. Com-
mercials are Dahl cartoons.
Since Earnest Elmo Calkins wrote
the first "Phoebe Snow" jingles for
newspaper ads, 40 years ago, the Dela-
ware, Lackawanna & Western has been
jingle-conscious. But it did not put
jingles on the air — in fact it didn't
get on the air at all — until the new de
luxe "Phoebe Snow" began the New
York-Buffalo run on 15 November,
1949.
Then a series of three to six sing-
ing commercials a week, scheduled for
13 weeks, proclaimed:
"The new 'Phoebe Snow'
The streamliner queen.
The neiv 'Phoebe Snow'
It rides like a dream,
Oh the new 'Phoebe Snow'
Is stealin the show
The fastest, safest, smoothest ridin
Way to go!
"Deep-cushioned seats
A wide-window view . . .
A roomy Lounge-Car
Just waitin for you.
The food is divine
And you'll be on time,
So go Lackawanna
On the 'Phoebe Snow'
New York to Buffalo — 'Phoebe
Snow!"
TV SURVEY
(Continued from page 33 I
rodeo from Madison Square Garden.
The World Series broadcasts came dur-
ing the month covered by the survey
reported here.
Gillette commercials include both
live comments by announcers and film
spots with a demonstration of some
kind. Philip Morris offers their com-
mercial via CBS-TV's Candid Camera
(Monday 9-9:30 p.m.) and Ruthie on
the Telephone (every night except
Wednesday and Sunday, 7:55-8), and
ten filmed spots weekly on WABD and
WNBT.
Chesterfield commercials presented
via Arthur Godfrey and His Friends
(CBS-TV) and Chesterfield Supper
Club (NBC-TV) not only had a good
liking score in this survey, as they did
in the Starch report for the same pe-
riod, but weren't far behind the Old
Gold pitches in winning new users.
The question of how long such new
users remain "loyal" to the brand i-.
of course, a subect for further inves-
tigation.
q
Ser v ; (
f^****"* c«.. J ! • ■ «• use
8 are u sin
«8 Of
all
Tlu
'*■ nation «,
"'".'• v «*««^**» -d i
feting.
hffi
and
""•earefc.
- e «f th,
•eavi
,^ u gea ,
>°**y aZ J "^
* n
*"<' lib!
or.
"nier
>rari ;
Will:
*»-
** **Zr" *»
,an tak,
■eg
Afott
an «io« 8
W »ilh
P'ovUh
sav/n
«»
led
by
riyt and Tv ~ fo the h
^ **—«•* ;;;■' '■■«
BROADCAST MUSIC,INC.
NEW YORK • CHICAGO • HOLLYWOOD
2 JANUARY 1950
It is obvious that other factors are
at work besides liking or distliking a
commercial to account for its power
to move products. Otherwise the buy-
ing curve would closely parallel the
attitude curve. Another important fac-
tor is the memory value of the com-
mercial. No attempt was made by this
survey to check this factor. But the
Starch studies reveal that high memory
value of a commercial does not nec-
essarily coincide with either liking or
the "brand aeeptance" of a product.
In Starch's terminology, "brand ac-
ceptance" refers to a person's attitude
toward buying a product. It is ascer-
tained by querying a sample of both
viewers and non-viewers as to which
of several brands they would purchase
if they were going to buy. The differ-
ence (if any) between the preferences
of viewers and non-viewers represents
the "brand acceptance" figure.
An ingredient even more important
in a commercial than liking and mem-
ory value is its believability. Format,
content, presentation of a commercial
may be pleasing to a subject, even
though he disbelieves or doubts the
truth of specific statements or claims.
A commercial may be entertaining
— or not — and this will strongly af-
fect its like or dislike rating. This is
naturally important in so far as the
entertainment value may be important
in getting and holding attention. The
results of this survey, as has been in-
dicated, reveal that well-liked commer-
cials aren't necessarily good sales
tools.
Action-getting components oi a com-
mercial were studied comprehensive!)
in the last war by Capt. Horace
Schwerin for the U. S. Government in
the interest of its conservation pro-
gram.
Schwerin (now head of the qualita-
tive research firm bearing his name)
and his associates discovered thai be-
lievability, along with memory value
and likability were most important in
moving people to action with a sales
argument. Believabilitv turned out to
be most important of the three. These
elements are expedient checking points
for commercial effectiveness in lien <d
shadowing prospects to see what the)
do after being exposed to a -ales talk.
Nobody shadoweil members of the
TV Critics Club, who took enthusias-
ts advantage of their chance to talk
about TV programs and give othei in-
formation. Bui the \ineiican Man-
agement Counsel did the next besl
thing. They asked viewers what prod-
ucts they had actually purchased as a
result of watching television.
Food products accounted for $9.1%
of all products first purchased be-
cause of TV. Lipton products, plugged
by Arthur Godfrey on Talent Scouts
(SBS-TV), alone accounted for 31.9%
of all new brand purchases in the food
category.
Godfrey's commercials are general-
ly conceded by the public and the
trade to be both entertaining and
credible. This latter quality, of course,
springs largely from the effect of sin-
cerity possessed by Godfrey in so re-
markable a degree. The fact that to
most Godfrey listeners his commercials
are entertaining also shows up in the
high liking score seen in the table ac-
companying this article.
Kraft products were second to Lip-
ton with 10.9%. They are plugged on
the NBC Television Theater. Except
for Hi-V orange juice with 5.2% and
Borden products with 4.9%, ten other
products named had under 3.0% of all
those whom television influenced to
buy new food brands.
Texaco products, plugged on the
Milton Berle show by the famous Tex-
aco products, plugged on the Milton
Berle show by the famous Texaco
pitchman, accounted for 51.6% of
auto accessories purchases: Auto-Lite
garnered 27.4%.
The table of likes and dislikes
shown at the head of this article was
limited arbitrarily to those commer-
cials mentioned a minimum of by 35
respondents. Most disliked of all com-
mercials in that table were those of
\\ helan Drug Co., on DuMont's Satur-
day night Cavalcade of Stars.
Main reason given was that com-
mercials interrupt the show too fre-
quently. These commercials are filmed.
Another gripe was the manner in which
the camera picked up the m.c. right
in the middle of some business being
enjoved bv the studio audience. View-
ers feel they're missing something.
Despite the fact that 89 out of 92
viewers disliked the Whelan commer-
cials, one of their advertised products
ranked fourth on the list of products
in all categories first bought because
of TV influence. The item is Heed, a
deodorant. It was outranked onlv bv
Tide and I .iplon prodw ts
Several exceptionallv well-liked com-
mercials • mile chart heading this
slorv I did not influence enough of
the sample Men or morel to make the
list of those products purchased by
members of the Critics Club sample
for the first time. This list was pub-
lished in part one of this series.
Among these brands are Chiclets,
BVD. Ballantine and Speidel. The
selling has to appear credible in or-
der to get action. Nobody yet has
been able to lay down specific rules
for achieving this precious quality.
Each product and situation seems to
require highly individual treatment.
Schwerin Research Corp., as well as
the research departments of McCann-
Ericksen and other agencies, has done
work in this field.
It will be noted that Gillette com-
mercials are disliked more than liked,
yet they were highly effective in com-
petition with competitive commercials,
moving 75.0% of those who said shav-
ing accessories commercials influenced
them to buy.
In most product categories, one
brand strongly dominated all others in
the sample's report on commercials
that made them first try the product.
It is also interesting to note that the
Starch "brand acceptance" for prod-
ucts common to both lists (tested dur-
ing the same period) finds most prod-
ucts in the same relative rank as they
appear on the TV Critics Club report.
Among hair preparations Wildroot
led with 48.1 c '(. Vaseline was second
in the group of seven with 22.2%.
Colgate topped tooth pastes with
37.4%.
Next to Tide's overwhelming 76.2%
came Ivory with only 8.4%. Among
coffees Sanka dominated in similar
fashion with 80.0'V to its nearest com-
petitor. Maxwell House (both Gen-
eral Food products) with 10.0%.
While Candies were closer bunched.
Nestle's with 33.3% was exactly three
times stronger than its nearest rivals.
Mason. Musketeer, and Bonom's, each
with 11.1%.
Among eight beers, Ballantine led
the parade with 43.5% to Schaefer's
30.0% and Rheingold's 10.0%.
General Electric appliances, with
24.2 r ( cxactlv doubled Westinghouse
with 12.1 '< . These percentages are all
based upon the total number of re-
spondents who bought in a specific
product group as a result of TV com-
mercials.
The unusual dominance of a single"
brand in so many product categories
calls for careful analysis to discover
what relevant factors weigh most heav-
ilv in this result. It seems clear that
58
SPONSOR
much more work needs to be done on
the factors that make a commercial
credible. If the viewers believe the
advertising claims advanced on tele-
vision — it may not be so important
whether the commercial is entertain-
ing.
* • •
GREATER LOUISVILLE
{Continued from page 29)
The Greater Louisville Association
started advertising almost as soon as
they set up their adding machines.
Even in the earliest days of the com-
pany Flexner believed in it strongly.
"If we are consistent in the things we
stand for and offer, the citizens of this
area will benefit by taking advantage
of them. But we must get the word to
them."
The Association first took its story
to potential customers through the
newspapers. And they used them con-
sistently. Although newspapers have
to share 25% of the company's adver-
tising budget with bus cards, there has
been a Greater Louisville ad in The
Courier Journal and The Louisville
Times every day for the past 25 years.
But almost as soon as radio made an
appearance, the Association turned to
it as a way to sell goods.
"I remember that I was interested in
radio even back in the days when I
used to listen to my crystal set — giving
out mostly noise with, once in a while.
a faint voice or a little music. But as
reception improved, I began to think
thta may be others with radio sets were
just as much interested as I. I thought
that if I could explain to these people
what our association offered in the way
of safe investment of their money, and
an economical home loan, that I could
do a real selling job for our organiza-
tion."
Flexner suited the action to the
words and the Association went on the
air for the first time on New Year's
Eve, 1925 — with a full-length presen-
tation of the opera Faust. The pro-
gram took two hours and was the first
opera heard over the air in Louisville.
Although Greater Louisville added oth-
er programs shortly afterward, it main-
tained the two-hour monthly show for
several years.
2 JANUARY 1950
Even in those earl\ da\s. Flexner
was sure of his medium. "There was
a good deal of trial and error. We had
to learn by experience what would
click and what would not. Much of
the criticism we received would have
made an advertiser give it up as a bad
job — the imitations snakes we used to
get through the mail, for instance. But
what kept us on the air trying to sell
our wares, was the fact that our busi-
ness was increasing by the day, and
so many of our customers mentioned
the fact that they had heard about us
on the radio. I knew I had found a
medium that would get the story of our
institution into every nook and cor-
ner."
By 1927, after two years of radio.
the company had $3,000,000 in re-
sources. It moved into larger quarters
and. when radio itself was only a few
years old, set up its own broadcasting
studio in the new building. In that
year too, they started the collection of
a music librarv and added the half-
hour children's show to their schedule.
In their years of radio advertising,
Greater Louisville has adapted its com-
mercials to changing times and their
own problems. During the 1937 flood,
the company continued its broadcasts
on batteries, and eliminated all the
commercials from its programs. In-
stead of commercials, Flexner broad-
cast reports of the flood, news of miss-
ing persons and messages of encour-
agement. The good-will impact of th i r-
measure was proved by the stream of
requests for Flexner's talks that were
received after the flood. During the
war, too, commercials plugged saving
for postwar home building and the
buying of war bonds.
Today, Flexner's commercials have
settled down to a pattern that combines
institutional and direct-selling copy,
related closely to whatever aspect of
the business needs a lift. The first ten
days of each month, for instance, are
used to plug investments; because
money invested during that time starts
earning interest as of the first of the
month. Of late, Flexner has also begun
a system of dedicating musical num-
bers to customers. A piece of music is
dedicated to a recent investor, for ex-
ample; his name is not given, but the
Here's how I decide which
stations I hope to get -
Referring to building lists for spot radio cam-
paigns, one important Media Director says:
"I check STANDARD RATE on everything in it about
the stations in the markets we've selected. Then I
check the station reps. I check the surveys on
number of homes that listen and I also look into
the listenership ratings."
It's a nerve-racking job, isn't it, when you can't get
the data you want. Or when it takes too long to
get it. Many stations are making it easier by run-
ning Service-Ads that supplement and expand the
data in their suds listings. The KH.MO Service-Ad
shown here, for instance, offers a new survey agen-
cies and advertisers will want. Other Service-Ads
give other kinds "f information that helps buyers
buy. Watch for them when you're using srds.
NOW AVAILABLE !
SEE KHMO FOR NEW SURVEY
COVERING LISTENING HABITS
IN 38- COUNTIES OF MISSOURI,
ILLINOIS and IOWA
V*i -til por yov to i*< *• r.»w Svm. I°49 Conk>» S'-d.
of lnt«mng fob.'i |ui( compUlttd in th» Tn Sto<« otao ol
Mutoun, lllirpon and Iowa Thu report iho«i ai'Oundtff
ravctatrWU l«odi«g *o •<onon-n<al tim» buying.
o.lobl. I
. — . _w- a iMu&*a£ JbfaotA
i:<n'.i'ifeta4
1070 KC
This Service-Ad appears for your
convenience near the KHMO list-
ing in sno> Radio Section.
Inc
STANDARD RATE & DATA SERVICE,
The National Authority Serving the Media Buying Function
Walter E. Botthof, Publisher
333 NORTH MICHIGAN AVENUE, CHICAGO 1, ILLINOIS
NEW YORK • SAN FRANCISCO • LOS ANGELES
59
town he lives in is mentioned. Flexner
finds that these dedications are notice-
ably followed by the arrival of addi-
tional customer- from the same local-
ity. Since the Association accepts
money for investment from any part
of the country but confines its lending
activities to a fifty-mile radius of
Louisville, the content of the commer-
cials is also varied slightly too, in ac-
cordance with the coverage of the sta-
tion they are being aired over. 1 1 here
are. incidentally, names from all over
the country in the Association's books.
Many of them, Flexner says, are hold-
overs from "the early days of radio
when there were only a few stations
on the air and our programs reached
from coast to coast.")
The company has kept a sharp eye
out for improvements within the or-
ganization. In 1933. it became the
first organization of its kind in Ken-
tucky to operate under a Federal char-
ter and federally insure its savings and
investment accounts. The home re-
search plan, set up during the war, be-
came a kind of giant home lending
library with photographs and plans of
more than three thousand houses. The
plans, including specifications, floor
plans, mill lists and lumber lists, are
furnished free of charge to customers
who wish to take out home loans. Re-
cently they completely remodeled their
four-story offices in Louisville and add-
ed such customer-appeal features as
Muzak and small rockers for children.
Today the company's coverage of
Louisville radio is so extensive that it
should be difficult even for Flexner to
keep track of his programs. Spending
three-quarters of its $75,000 advertis-
ing budget on radio, Greater Louis-
ville starts its week on the air with a
15-minute program on WGRC at 6:30
in the morning. This is followed by
I") minutes on WKYW at 6:45, on
W INN at 7:00, WAVE at 7:15, and on
W KLO at 7:30— all broadcast Monda\
through Saturday. While the programs
for each station are different, they all
consist of four transcribed march se-
lections, with opening and (losing an-
nouncements and a two-and-one-half-
minute commercial l>\ Flexner in the
middle. Says Flexner, "By using the
five station-, beginning at 6:30 and
running until 7:45. it lias been proved
i" us that we <an catch people no mat-
ter what time they get up."
Hut that's only the beginning of the
company's radio day. At 11:45 there
is a daily 15-minute program of tran-
scribed classical and semi-classical mu-
sic over WGRC, with the same kind of
announcements and middle commer-
cial. Over WINN, there is a daily 5-
minute musical program at 12:25 with
three-and-one-quarter minutes of mu-
sic, one-and-three-quarler of message.
The company uses the air in the
evening hours, too. They sponsor a
daily 15-minute newscast at 5:45 over
FM station WRXW — a station they
started buying before it was a year
old. Over WKLO goes the Greater
Louisville Music Room Program of
semi-classical music for 15 minutes
every Sunday afternoon. On Saturday
nights at 6, the Greater Louisville Hour
goes out simultaneously over WINN
and WKLO. This live program fea-
tures the Greater Louisville Ensemble,
a mixed quartet that has been on the
air for the company, over one station
or another, for the last twenty-five
years. The Greater Louisville Hour
originates in the company's studio,
with Flexner doing the commercials
live, and is fed to the stations by an
engineer.
As for television, Mr. Flexner does
not think it will affect his buying of
radio time, although he hopes that his
company will grow with the new medi-
um as it did with radio. The company
went into television for the first time
on November 24th, sponsoring an im-
portant local football gave over
WAVE-TV. On December 1st. a daily
one-minute spot program was started
over the same station and Flexner
hopes to follow this soon with a week-
Is 15-minute program.
JOSKE'S
{Continued from page 25)
looked more than a bit damp by mid-
morning. Emergency flood activity
outside the store was urgent, and swift.
Inside, anxiet) over the state of the
city. The empty aisles at Joske's looked
ominous. It rapidly reached a point
wher ad manager James Keenan de-
cided some emergency measures were
also indicated for the stoer.
Like all in the Alamo City, he dialed
the radio for latest information, tun-
ing in first to Joske's year-round-spon-
sored newscast on KITE. What be
heard from Chief Meteorologist Orin
Fdrington — brought in by special lines
for a minute-by-minute account of con-
ditions over the station — was encour-
aging. "It's all over," he told listen-
ers; "let's get back to normal." Police
officers, also broadcasting over speciaj
lines, were equally assuring.
Further dialing brought in Henry
Guerro's news 6>n WOAI. He was re-
assuring, too. "Let's get back to nor-
mal." Let's in effect, get over to
Joske's.
Keenan then and there decided to
let loose a flood of his own. Calling
for all 50-word availabilities on KTSA,
KABC, KONO, KIWW and KCOR
(the last two Spanish-language stations
to cover the hard-hit Hexar county's
160,000 citizens of Mexican descent),
Keenan went to work with Violet
Short, Joske's radio director, and Bob
Holleron, radio account manager of
the Pitluk advertising agency.
The trio knocked out copy on the
double, plugging the fact that teh store
would be open for shopping until nine
thta night. Delivered to stations by
hand, it was on the air within an hour.
The hand-in-glove "it's all over, let's
get back to normal" and "Joske's will
be open till nine tonight," repeated at
10-minute intervals over all stations,
had immediate effect.
Relieved shoppers arrived in holiday
and buying mood, by car, bus, and
taxi. At store closing time that night,
Joske's had rung up the third largest
day in its sales history. The following
day, bombarded by similar announce-
ments from 6:40 a.m. to 9:15 p.m.,
the customers more than got into the
spirit of things.
For the week ending 29 October,
here's what the Federal Reserve statis-
tics show: San Antonio sales up 46
per cent in retail sales compared with
the same period in 1948; a Fort
Worth increase of two per cent; a
Dallas decline of one per cent; a drop
in Houston sales of four per cent. And
a national average department store
drop of seven per cent.
San Antonio's increase was attrib-
uted by the 4 November issue of The
Wall Street Journal to the Joske-Days
sales.
"Without minimizing the \ilal role
played by other media used, in the
o\erall success of Joske days," says
advertising manager Jim Keenan, "we
attribute an important part of our first
two days' record to our radio adver-
tising. It proved again two of radio's
greatest advantages and selling points:
instant accessibility and complete flex-
ibilitv." • * *
60
SPONSOR
tO West 52nd
[Continued from page 7)
I capitalize COMMERCIAL because
I presume that was the basis for not
including WJR in your review of sta-
tions activities in rural programming.
And I must confess you were justified
in passing up WJR. For fifteen years
now we have been serving Midwest
farmers on a purely public service
basis.
We must be doing a pretty fair job
of doing that. One of the biggest radio
advertisers in the country made a sur-
vey of the WJR rural area with the
view to determining the best and
cheapest medium through which to
contact farmers and following their
farm-to-farm canvass the advertising
manager wrote their agency:
"I am thoroughly convinced, after
making this study, that Marshall Wells
(WJR Farm Editor I has the outstand-
ing farm show in the country . I have
never seen such enthusiastic response
for a single show as we received from
the farmers in our study. I can only
say that I am extremely sorry that
after we are all set to buy this show.
WJR does not see fit to sell the pro-
gram to us."
Perhaps readers of sponsor Maga-
zine would like to know how WJR has
won such predominance in the rural
field that the Director of the State De-
partment of Agriculture stated that
from 75 to 90 percent of people at-
tending farm organization meetings
have indicated that they are regular
listeners to WJR's farm program. Here
is a capsule outline of what WJR has
done and is doing:
1. Made a thorough canvass of all
rural interests to determine the type
of farm program desired and the best
time of broadcast.
2. Developed three programs of
strictly farm interest, "Farm Forum"
weekdays at 6:30 a.m.. "Voice of Agri-
culture," Saturdays at 6:30 a.m. and
"Farming Marches On." Saturdays at
7:30 a.m., all SUSTAINING.
3. Arranged for and broadcast on-
the -spot weather reports from numer-
ous points throughout the entire WJR
primary area.
4. Invested approximately $50,000
in a mobile studio dedicated to farm
service and used extensively for the re-
mote origination of farm programs.
5. Established a close working
agreement with Michigan State Col-
lege to assure the accuracy and time-
liness of all information carried on
the farm programs.
6. Works closeh with f-H Clubs,
the Grange. Farm Bureau, numerous
local farm groups and the State De-
partment of Agriculture to obtain di-
rect reports on conditions, develop-
ments and news of value to farmers.
7. Performs its own reportorial job
rather than relying solely on wire
services or governmental releases.
8. Cooperates with all farm groups
in supplying speakers and talent for
meetings.
9. Gives liberal announcements to
farm group meetings.
10. Publicizes, without charge, auc-
tions and the public sale of farm equip-
ment that would be of interest to
farmers.
1 think one reason for WJR's amaz-
ing success in the rural field is that we
treat farmers like people. Some farm
broadcasters talk down to the farmer,
speak a dialict loaded with ungram-
matical expressions in the belief that
farmers like this approach. We have
found farmers highly intelligent -
many of them are college graduates.
We have a high respect for them as
listeners and a keen appreciation of
their evaluation of radio programs.
Except for specific information and
news about farm activities and farm
markets, the farmer's choice of enter-
tainment is pretty much the same as
that of his urban cousin.
You'll be interested in a recent sur-
vey of 94 counties in the WJR primary
area in which farmers were asked:
"To which station do you and your
family listen most frequently?" 35%
named WJR for the 6:00 a.m. to 7:00
a.m. period with the next nearest sta-
tion mentioned receiving only 7%. Ap-
proximately the same percentages were
true for all other periods day and
night.
I'm certainly looking forward to the
next "bonus" you have promised us
subscribers to SPONSOR. In these sup-
plementary reports you are performing
a very worthwhile service to the radio
industry.
Worth Cramer
Asst. General Maanger
WJR, Detroit
Worcester's BEST Buy I
Call in our rep today! Ask him to show you the latest report
. . . the October-November Hooper Index! Look it over and
see for yourself that WNEB delivers wilh the
LOWEST COST PER
THOUSAND LISTENERS
. . . the loivest cost of any station in
WORC ESTER. MASSACHUSETTS
Represented bv : The [tolling Company, Inc. and Ketlell-Carter, Inc.
2 JANUARY 1950
61
SPONSOR
SPEAKS
((/?/■
Santa on the air
For all his roly-poly hulk, Santa al-
ways has been able to sail through the
air with the greatest of ease.
\\ hich makes the affinity between
the merry old gent ami radio natural
indeed.
Santa was working earl\ and late
with radio stations this yulelide sea-
son, if reports flowing to sponsor's
office are any indication.
He came early to WREN, Topeka.
Over 6,000 people waited to greet him
when he arrived, at the invitation of
WREN, with ten elfish helpers on No-
vember 26. He hung around until
Christmas and helped merchants of
North Topeka boost their anticipated
Christmas sales about 20%.
KITE, San Antonio, didn't take any
chances. On December 10 the station
dispatched its own new- correspondent
1>\ plane to Santa's headquarters at
the North Pole. He hung around until
the zero hour, reporting all details of
Santa's preparations to visit the Alamo
City, even helping him with his sack
on the long flight.
KM A. Shenandoah, exchanged
Christmas Eve programs with Ameri-
can Radio Station RIAS in Berlin.
Germain, to help the rotund gift-giveh
on his journey. A choir in Berlin
joined with another at Staton, Iowa, to
express Christmas greetings.
AT WBAL and WBAL-TV Santa
worked overtime bringing the B&O
Chorus to the NBC Network Christmas
Eve, sending Dickens' Scrooge via tele-
vision, and generally cavorting through
the Baltimore air.
Santa really rolled up his sleeves
and got downright commercial when
the folks at WSM, Nashville, caught
up with him. They made him paint
their yearend program schedule Santa-
green-and-red. And on top of that they
made him promise lots of business.
He delivered too.
Mail Order Radio
Oliver B. Capelle, Sales Promotion
Manager of Miles Laboratories, writes
in a letter to SPONSOR:
"Your story 'Is mail order good for
radio' seems overly charitable to the
station practice of selling time on a
per inquiry basis. From personal ob-
servation I submit that current abuses
are harming station reputations and
disturbing thoughtful advertisers who
pay card rates (see "40 W. 52" for
complete letter I .
We are in wholehearted agreement
with Mr. Capelle on the per inquirv
phase of mail order selling. No re-
sponsible publication can condone
practices which are known to create
an unhealthy and unsteady business
climate for sponsors and stations alike.
sponsor's purpose in studying and
recording the mushrooming growth of
mail order sales is to explore and
clarify the methods used and to bring
the unwholesome practices out into the
open. Certainly, nothing is gained bv
ignoring an existing and, in places, a
flourishing business. In the full lime-
light of factual publicity the more in-
sidious practices are less likely to look
profitable.
Publications of mail order methods
and practices by no means implies
sponsor's editorial approval.
Singing convincer
There's a lot of sell in a song.
Since we undertook our investiga-
tion of singing commercials our eyes
have been opened on a form of adver-
tising that just spouts results.
To the old complaint that radio can't
work for a department store we cite
"The store that j ingles built'' in Buffalo.
To the protest that railroads are too
conservative for breezy lines we point
to the Lackawana lyrics sweeping the
east.
Whether it's shampoo or shoes,
autos or foods, there's a singing com-
mercial for your product.
Applause
P&C's Media Policy
Shrewd advertisers have continually
solved the problem of selling their
products b) selecting the best media
with which to promote them. They
have never considered increasing ap-
piopriations for one media a justified
reason to abandon another. Procter
and Gamble has repeated!) recognized
this fact.
In a contemplated move i<> up its
television expenditures, P&G is taking
a long range view of all media. Ex-
ecutives of the organization consider
the product and then decide what me-
dia will sell it best. Procter and Gam-
ble does not expect to rush brashly
into television at the expense of other
media. The value of any media is
mea-ured b\ the sales it produces.
For its multi-million dollar radio
budget, the largest in the histor) of
advertising. I\\C used the same yard-
Stick. However, radio has proven to be
a vital factor iti keeping its sales
geared to the level of the past few
years. Therefore, present indications
are that P&G's radio allocations will
remain untouched.
Procter and Gamble officials realize
that TV is a lust) infant, while radio
is an established industry. They treat
(hem as separate units, as they do
newspaper-, maga/ines, billboards, etc
Manx other cleat -thinking advertisers
realize this, and follow the policy used
l>\ I '\< . and lon» ad\ ocated 1>\ SPON-
SOR.
62
SPONSOR
ROPED
TIED
•o
READY FOR BRANDING !
That's the breezy Arizona way of telling
you that more than
HALF A MILLION ARIZONANS
who, annually, spend more than
HALF A BILLION DOLLARS
in KOOL's retail trading area provide a
ready-made, loyal audience
for YOUR SALES MESSAGE
- made doubly responsive by KOOL's
active showmanship and local promotion
"f" the consistently top-Hooperated
COLUMBIA NETWORK PROGRAMMING
Key Station of the
Radio Network of Arizona.
KOOL, Phoenix
KCKY, Coolidgc
KOPO, Tucson
100% coverage of Arizona's
richest area comprising 75%
of the State's population.
Your COLUMBIA Station
IN ARIZONA
5,000 WATTS DAY and NIGHT 960 KCs
Phone, wire or write for availabilities today
NATIONAL REPRESENTATIVES
George P. Hollingberry Co.
NEW YORK
CHICAGO
LOS ANGELES • SAN FRANCISCO • ATLANTA
»- V g
**'
«*
**
y»
~76e &e4t ck Ttecvt (Zov&iayef
Working hand in hand, Westinghouse WBZ and
the independent Boston Post ("The Great Break-
last Table Newspaper of New England") merge
news-gathering and news-dispensing facilities to
give New Englanders accurate, up-to-the-minute
reports of the BIG news stories. Last month's
election, lor example, was covered over WBZ
by the Post's political experts. . while the news-
paper and WBZ-TV joined forces to bring
viewers live reports on election events throughout
New England.
«*^!iif
.oston
mRnT
•BflBH*
CiV
Frtl
^IXJ^JSB
Tirw«
.13*
Listeners, viewers, and readers appreciate this
authentic news highlighted over WBZ and WBZ-TV,
and reported fully in the Post (above).
7<^e &e&t ut s4cccUettce (^overa^ef
WBZ, supplemented by the synchronous voice
of WBZA in Springfield, gives unexcelled cover-
age of populous New England. WBZ programs,
in fact, reach 80% of this rich, six-state market.
In 50%-100% BMB daytime counties alone, the
W BZ market includes almost 1 Yi million families
with a purchasing power of %GA billion! For
availabilities on this sales-productive station, con-
tact WBZ or our national representatives.
BOSTON
50,000 WATTS
NBC AFFILIATE
and WBZ-TV
WESTINGHOUSE RADIO STATIONS Inc
KDKA • WOWO • KEX • KYW • WBZ • WBZA • WBZ-TV
National Representatives, Ftee & Peters, except lor WBZ-TV; (or WBZ-TV. NBC Spot Sales
6 JANUARY 1950
$8.00 a Year
^
o*
Bretton finds
way back — p. 24
CCS s prize package — page 21
A N Co NBOA
v 7 V 1 d fc3"mJ3>OOu
I IS V IV NO I I
3 fl . I D N V H d
RtCt«VtO_
JAN 1? l55 °
NBC GENERAL LIBRARY
I
Bretton
learned from
Speidel
page 24
Airlines on
the air
TV
commercials
page 32
Critique
on co-op
page 36
TV Results
page 44
1
Mr. Sponsor:
Walter
Mack, Jr.
page 16
Mr. Sponsor
Asks
Applause
page 62
TV
(ud U(£m/h^ jdx$^ $-
50,000 WATTS + 1A CLEAR CHANNEL ^ 840 KILOCYCLES
VICTOR A. SHOLIS, Director • NEIL D. CLINE, Soles Dirccfor
REPRESENTED NATIONAllY BY
EDWARD PETRY AND COMPANY
THE ONLY RADIO STATION SERVING+ALL Of THE RICH KENTUCKIAHA MARKET
TS. . .SPONSOR REPORTS. . J
RECEIVED
JAN 17 h
C GENERAL LIE
..SPONSOR REPORT
New BMB Study
probably out in
mid-February
Lever expects
20% sales gain
in 1950
Broadcast
Advertising
Bureau to be
Strengthened
Ford uses radio
extensively in 1 950
model showings
Big demand for
radios in 1949
1950 a year
of agency
shifts?
16 January 1950
Best estimate available now is that new BMB study will not be out
until about 15 February. Tabulating delays have plagued hardworking
Ken Baker, BMB head.
-SR-
Lever Brothers faces the new year with optimism. Company president
Charles Luckman anticipates a 20% sales gain in 1950. Advertising and
merchandising budgets will be "substantially increased" over 1949
totals. Lever's new synthetic detergent "Surf," the non-rinse clothes
cleaner, has equalled the sales rate of "Rinso" in Philadelphia,
Chicago and Los Angeles.
-SR-
Recommendation of NAB Radio Committee, Television Committee, and BAB
Committee provides for freer rein for Broadcast Advertising Bureau.
Action in Washington 10 January calls for BAB to report only to Presi-
dent Justin Miller. NAB Board will act on recommendation.
-SR-
The Ford Motor Company has bought large segments of radio time to
exploit its 1950 model showings. Through J. Walter Thompson, the
company signed to sponsor 15 Mutual Broadcasting System package shows,
from January 4-18; a total of six hours and five minutes of broadcast-
ing time during this period. Ford has launched a big spot campaign.
-SR-
The demand for radios in 1949 compared favorably with prewar years.
By year's end the nation had bought 10 million sets. In his annual
statement, John W. Craig, vice president of the Avco Manufacturing
Corporation, predicted that in 1950 the country will buy approximately
6,000,000 home radios and 3,000,000 automobile sets.
-SR-
Important account changes are in the wind, one or two that will soon
startle the industry. Television is at root of much advertiser rest-
lessness, with TV-wise agencies due to benefit.
SPONSOR Moves to 510 Madison Avenue
SPONSOR PUBLICATIONS INC. has moved its New York Headquarters from 40 W. 52 St.
to 510 Madison Avenue, Zone 22. Nearly all of the third floor of the Profes-
sional Building will be occupied by SPONSOR'S nine-office suit. An expanded
switchboard service is utilized. The new telephone is Murray Hill 8-2772.
SPONSOR. Volume I. No. 2. 16 January. 1950. Published biweekly for SPONSOR Publications Inc., at 8110 Elm An- .. Ballimore 11. M<! BxKUtlra, Editorial. Circulation Office
MO Madison Ave . New York 22. $8 a year in I' S f'J elsewhere. Entered as second class matter 29 January' 1949 at Baltimore, Md. pontoflVo under Act .i March 1879
REPORTS.. .SPONSOR RE PORTS. .. SPONSOR Rl
NBC has record
sales year
Despite the loss of many of its top programs, and stars in 1949, the
National Broadcasting Company closed the year by amassing a record
shattering gross income, resulting from sales of its radio and tele-
vision facilities. NBC's gross network billings for the past year
topped all other networks.
Anahist sponsoring
two radio network
programs
-SR-
The Anahist Company has strengthened its efforts to capture the bulk
of the newly established antihistaimine market. The company is cur-
rently selling its product on two AM shows over 345 stations of the
Mutual Broadcasting System; The Falcon, Sunday, 7-7:30 p.m. EST; and
T rue and False, Saturday, 5-5:30 p.m. EST. Anahist sponsired, ABC ' s
Countersp y during the last month of 1949.
-SR-
TV film deal First rate motion pictures will be a steady diet for televiewers in
completed 1950. Standard Television Corporation has concluded a contract with
the J. Arthur Rank Organization, Inc., in the United States for 75
feature films. Many of the pictures have not been released yet. The
total production costs of these films is $50,000,000.
-SR-
Omaha gets Residents of Omaha polled in a two week test conducted on 25 radio-
Transitradio equipped buses, voted 5-1 for transitradio. KBON-FM will beam programs
to 235 buses from 6 a.m. -9 p.m. on weekdays and from noon to 9 p.m.
on Sundays.
-SR-
Dodge fights for
fourth place in
1950 automotive
sales race
With an increased advertising budget for 1950, which includes radio
as a major medium, the Chrysler Corporation will attempt to raise the
Dodge national sales standing from seventh place to fourth. In 1950
the corporation will make considerably more than the 270,000 vehicles
it produced in 1949.
-SR-
TV may aid Television may be an important educational aid in the future. A survey
education is being conducted by the University of Cincinnati in 14 city high
schools to determine to what extent television can supplement standard
teaching methods. Radio station WLW, and the Crosley Broadcasting
Corporation are financing the project.
-SR-
Jack Benny again For the second time this season Jack Benny has climbed to the top of
leads Hooperatings Hooper's program ratings. Benny, who in recent years has consistent-
ly led Hooper's lists, had slipped to eighth place in the September
15-21 ratings. Walter Winchell squeezed up to tenth place from twelfth.
-please turn to page 40
7 SPONSOR
willie wish . . .
is all packed and ready to move
into a beautiful, spanking new building. From bere,
more efficiently than ever, Willie WISH
makes advertiser's dreams come true, producing results
at one of the lowest sales costs in radio.
Why is tins so?
Ask vour Free & i'eters Colonel !
that powerful puller in Indianapolis
iHn -i i_-n T
OF INDIANAPOLIS
affiliated with AMERICAN BROADCASTING COMPANY
GEORGE J. HIGGINS, General Manager
mH^BB^BSH
FEATURES
Sponsor Reports
510 Madison Ave.
Outlook
New and Renew
Vol. 4 no. 2
16 January 1950
i
6
8
13
Mr. Sponsor: Walter S. Mack, Jr. 16
P.S. 18
Mr. Sponsor Asks 42
TV Results 44
TV Comparagraph 47
Sponsor Speaks 62
Applause 62
Editor & President: Norman R. Glenn
Secretary-Treasurer: Elaine Couper Glenn
Managing Editor: Ellen L. Davis
Senior Editors: Frank M. Bannister, Irving Marder,
Miles David
Assistant Editors: Joe Gould, Fred Birnbaum
Art Director: Howard Wechsler
Vice President in charge advertising: Norman Knight
Advertising Director: Lester J. Blumenthal
Advertising Department: Jerry Glynn, Jr. (Chicago
Manager), Edwin D. Cooper (West Coast Man-
ager), M. H, LeBlang, Beatrice Turner, William
Ethe
Vice-President & Business Manager: Bernard Piatt
Circulation Department: Ann Ostrow, Emily Cutillo,
Victoria Woods
Secretary to Publisher: Augusta Shearman
Office Manager: Olive Sherban
monlhlj bj SPONSOR PUBLICATIONS. INC. K\
ullvi Bdlmrlal, and Advertising Ofllcei 510 Madlion Ave
!*ew fork 22 N V Telephone Murrey Hill 8-2772 Chicago
orrice: 360 N Michigan Avenue Telephone: Financial
I'rlnllne Ofllce 8110 Elm Ive., Baltimore 11, Md
tloni: United Ht«lc« |x a year ( sna.la an.l f.
Hinel<- coplei 50c Printed In r. B A Addreai all ...m-
l[Hjcicl«-hrr l/i MO Ma!; N ^ I ,,,,
rllhl 19r.(l SPONSOR PUBLICATIONS INC.
digest
Packaging returns
to the networks
Bretton doesn't
mind being shown
BBM works in
Canada
Airlines on the air
Does your TV
commercial sell?
Critique on co-op
Lightning that
Talks
Department store
radio
After midnight
audience
The Banana gal
Radio gets out
the vote
ARTICLES
All four chains are busy building their own
shows for sponsorship . . . and with reason.
When friendly competitor Speidel learned
how watchbands could be sold, Bruner-
Ritter caught on quick.
Advertisers and broadcasters say that money
invested in Canadian radio measurement is
well spent.
It's ceiling zero for many an airline when it
comes to radio sponsorship. A SPONSOR
survey.
Two New York area studies on first-time
purchases via TV.
Advertisers can improve their use of co-
operative radio advertising. Here's how.
IN FUTURE ISSUES
SPONSOR'S SOUVENIR EDITION will be
100', devoted to the all-radio presentation
film.
Department stores in many parts of the
country are using radio . . . with great re-
sults.
A SPONSOR analysis on the commercial
possibilities of reaching the midnight-owl
millions.
United Fruit and radio have made a national
institution . . . Chiquita Banana.
Politicians are learning to use radio and TV
as effectively as any soap ad expert.
21
24
26
28
32
36
30 January
13 February
13 February
13 February
■ . YOU take?
Which would Yu ^^
— -^— — .
Are you eyeing the bigger one? That's natural.
We all want the most for our money.
And that makes a point about the audience
you get when you advertise on WGAR.
The pie is bigger than it was last year. The
potential audience is greater!
*Sept. Oct. '48 Sets-in-use 21.9
Sept. Oct. '49 Sets-in-use 23.4
And the slice of the pie is bigger on WGAR.
WGAR's share of audience is also greater!
Sept. Oct. '48 Share of audience 23.1
Sept. Oct. '49 Share of audience 24.8
This means 15 percent more listeners to
WGAR programs today. So you get the bigger
slice of the bigger pie when you advertise on
Cleveland's Friendly Station.
Call your Petry man for facts about
Cleveland's Friendly Station.
WGAR
50,000 WATTS -CLEVELAND
♦Hooper Index of Total Rated Time Periods
Sept. Oct. '48
Sept. Oct. '49
16 JANUARY 1950
Represented Nationally by Edward Petry & Company
jVtdeh
c.*-*'
v iv*°
If you're prospecting
for sales in French
Canada, keep in mind
that you can reach 7
out of every 10 French
radio families through
CKAC, Montreal.
I
CBS Outlet In Montreal
Key Station of the
TRANS-QUEBEC radio group
CMC
T
MONTREAL
730 on the dial • 10 kilowatts
Representatives!
Adam J. Young Jr. - New York, Chicago
William Wright • Toronto
510 Madison
2,250 MEN REFORTED
We have recently experienced a
great success story for radio's power
as an advertising medium as well as
its flexibility.
A few days before Christmas the
mail piled up in the Boston and Maine's
North Station to such a degree that
they had to have additional help to
handle it quickly.
George Hill. Publicity Director of
the Boston and Maine Railroad, called
us that morning at 10:30. We bought
a schedule of announcements on four
Boston radio stations (the first one
went on the air at 10:59 A.M.) and
they were scheduled through 2:30
P.M. At 11:50 A.M. Mr. Hill called
us advising that they had more men
than they needed then. The balance of
the schedule was cancelled. The final
count — 2,250 men reported.
We would be very happy to have
you use this story in sponsor if you
wish to do so.
Jan Gilbert
Timebuyer
Harold Cabot & Co., Boston
WAG WAGNER & DENNIS DAY
Enjoyed reading Wag Wagner's let-
ter (19 December). I think that your
readers would be interested to know
that Wag is not only a great "jingle-
smith,'' but also a very fine tunesmith.
His latest song, "Pancho Is a Fool*'
was recently recorded by Dennis Day
for RCA Victor.
David Kohlenberg
Kohlenberg Furniture Co.
Detroit, Michigan
MINITAPE RECORDER
Would you be kind enough to let
me know the make of the wire recorder
that is shown on the cover of your
December 19 issue. It appears to be
a new lightweight model that might
have fiood uses in market research
work as well as in publicity interview-
ing.
M. F. House,
Exec, vice president
Morse International
New York
• Tlir \l,.,n ,,.. wirr rrcnr<lrr ran !»«' purchased
through Standi ii..if„. ... 3857 HVrry Conn,
North Hollywood, Calif.
Is frequency
important?
you bet it is !
...and it's doubly important
in radio. For example, WHTN
has Huntington's most favor-
able frequency (800 kc.) and
is Huntington's only clear
channel station. That gives
WHTN the best .5 mv m con-
tour of any station in town,
regardless of power, plus a
clear, strong signal that
reaches the homes of over
100,000 families. Add to this
an FM bonus on WHTN-FM,
most powerful FM station in
the Central Ohio Valley, and
you've got a low-cost, high
power medium for tapping
the gold in these hills. Take a
look at the Huntington Market
...then make up your mind
to get your share by using
WHTN and WHTN-FM.
THE POPULAR STATION
AA/UITLM
(00 KC W W ■ ■ ■ ■ ™i005Mt
.000 *tlll 41 000 WATtl
HUNTINGTON, W. VA.
For availabilities, rates and
other information, wire, write
or phone
PACE-WILES. INC..
Advertising
Huntington, West Virginia
National Representatives
SPONSOR
99 TV RESULTS
My friend, J. C. Smith, advertising
manager of Brown-Dunkin Co. (de-
partment store), Tulsa, Oklahoma, has
asked me for case histories of TV suc-
cesses on the part of department stores.
Our television department here at
BBD&O tells me that you have issued
your "99 Case Histories" in booklet
form. I have seen several of the stories
in our company scrapbook and they
look like the material Mr. Smith seeks.
I'll appreciate it greatly if you will
send him a copy. If there is am charge
I will gladly send a check.
Lloyd N. I in
BBD&O, N. ).
• 99 TV Results is available to new Subscriber!
without charge. Additional copies COSt Sl.OO eaeh.
TUNE-0
Thank you most sincerelv for your
excellent report on MUSICAL TUNE-0
in the P.S. column, December 19th
issue of sponsor.
To clarify some of the statements
regarding the creation of Tune-O. how-
ever, we would like to pass along this
additional information for your files.
Tune-0 is a Bichard H. Ulman Inc
production. The show was created by
Bobert D. Buchanan, copyright owner
and a member of our organization. All
copyrights on Tune-0 have been as-
signed to Bichard H. Ulman Inc and
we are exclusive sales representative
for Tune-0.
Incidentally. Tune-0 is not only set-
ting records in New York City, but in
some 150 other markets from Miami
to Honolulu. Tremendous results in
these additional markets duplicate the
smash sales success story in New York.
Bichard H. Ulman, President
Richard H . Ulman Inc
Buffalo, New York
RURAL LISTENERS REPRINT
We would like to reprint a conden-
sation of the article, "Bural Listeners
are Worth Cultivating But Don't For-
get to Talk Their Language," which
appeared on page 30 of the July 18
issue. May we have your permission
to do so?
Full credit will, of course, be given.
M. A. Shallat
Editorial Director
Publishers Digest Inc
Chicago. Illinois
• SPONSOR'S policy of authorizing only full
reprint of its articles is relaxed to permit Pub.
Ushers Dipest to maintain its romlcnsation for-
mula.
16 JANUARY 1950
i
Example
#21
f
WIP produces promotion, too!
From a letter written us by the
Gillette Safety Razor Company
. . . "It is hardly necessary to
mention how vastly pleased we
are with the very complete pro-
motional job you do for us on
the World Series each year. As
we have told you before, your
aggressive merchandising ranks
right up with the very best
that we enjoy anywhere in the
country." Nice?
WIP
Philadelphia
Basic Mutual
Represented Nationally
I IMV \KI> PETItY & CO
Forecasts oj things to come, as
seen by SPONSOR'S editors
Outlook
Commerce Secretary foresees
volume business in early 1950
General optimism is reflected in reports to the National
Association of Purchasing Agents which predict good busi-
ness for the first quarter of 1950. Meanwhile, Secretary of
Commerce Charles Sawyer says the volume of business in
early 1950 won't be materially different from the high
rate of the second half of 1949.
Radio, TV manufacturers expect
alltime industry record
The nation's radio and television manufacturers expect their
final figures to show $800,000,000 of radio and video sets
sold, at factory prices, for an alltime industry record.
Television is expected to account for 65 per cent of the
dollar total. However, some 10.000.000 new radio sets
were turned out to bring the total now in use to about
85.000.000.
Niles Trammell says
radio keeping apace with tv
Looking ahead, NBC Board Chairman Niles Trammell says
"television is taking the country by storm" but that radio
"also is getting bigger all the time." "Even in 1951," he
adds "the radio homes without television will exceed the
total radio homes of 1940.
Radio time sales close
to last year's total
Radio broadcast time sales will run close to the 1948 figure
—approximately $400,000,000. At the same time, there
was an increase of some 225 stations to bring the total
now on the air, both standard and frequent) modulation,
to more than 2,800. Television is still in the red but time
sales should end up around $30,000,000 or three times
the 1948 total.
FCC expected to continue
new TV station ban
Although there are some 350 applications pending for new
TV stations, the hot ^uos is that the FCC ban on new
stations will continue until iliis summer. The ban was im-
posed I 1 months ago to lei the commission decide whether
television should be lifted out of the present restricted
verv high frequenc) area to the almost limitless ultra high
f r . < j i j » 1 1< \ sphere. Meanwhile. onl\ 12 stations remain to
be 1'iiilt under permits obtained before the ban was im-
posed.
TV networks will have
own channel next summer
I he major television networks which now share time mi
ili< east i<i midwesl coaxial cable \n ill have their problems
solved by next summer. The American Telephone and
Telegraph Company has completed construction on a sys-
tem of radio relay towers between New York and Chicago
which will add another westbound channel to the present
three coaxial cable channels — one for each of the four tv
nets.
1950 may mark
radio-tv-film tie-ups
Despite denials from Metro-Goldwyn-Mayer. rumors per-
sist that the film company is thinking of moving into
Mutual as the first step toward establishing a TV foot-
hold. At the same time, ABC and 20th Century Fox are
rumored to be negotiating. A big advantage to a network-
movie tie-in would be the acquisition of Hollywood talent
for top radio programing.
Amendments may save nets
thousands of dollars
Two significant benefits that will save the radio stations and
networks thousands of dollars may be noted in the recently
enacted amendments to the Fair Labor Standards Act. One.
the amendments, exclude a wide range of talent fees from
overtime calculations; and they allow child labor in radio
and television.
Use of film to increase
in video programing
Since increased revenue has not offset operating losses, the
use of film will increase in this year's tv programing.
Rising costs of live production, rehearsal charges and cable
charges will force the "put it on film" economy measure.
Zenith phonevision up
for FCC hearings
The Zenith Radio Corporation, which feels that advertising
will be unable to support television, hopes to offer the
video viewer first-run movies and plays with its Phone-
vision. Telephone lines would be used and the cost to the
viewer would appear on his phone bill. Hearings on the
proposed Phonevision service start 16 January before the
FCC.
BAB research planned
for this year
Two major projects are scheduled in radio 1>\ the new
Broadcast Advertising Bureau. A research staff is to be set
up and a preference-type survey and a radio results stud\
will be made There will be more emphasis in L950 on
studying the out-of-home audience.
Non-net time sales loom
importantly in 1950 scene
Since L937 non-network time sales to national and regional
ad\citi>«i- and sponsors have steadih increased, and >|m|
radio in |')50 will probabb be emphasized b\ advertisers.
Starting with a little over S23 million in time sales in 1937.
-put sales have im reased for well over a decade. I948's
figure of $104,759,761 was 14.4', higher than the L947
figure. $110,000,000 is the expected figure for L949 with
hopes of L950 being another banner year.
8
SPONSOR
Zcde*-
;• -, \
Your John Blair man can tell you more. 890 KILOCYCLES, 50,000 WATTS, \\ AMERICAN AFFILIATE
16 JANUARY 1950
/juZZ3L
RADIO BROADCASTING
IS DIFFERENT, TOO,
ON THE PACIFIC COAST!
Ivadio broadcasting certainly is different on the
Pacific Coast. Thousands of mountain ranges (5,000 to 14.495 feet high), great distances between
markets and low ground conductivity all put the Indian sign on long-range broadcasting.
It is necessary to use local netwoi'k stations located in the important markets to reach all of
(he people all ol the time.
Only Don Lee is especially designed for the Pacific Coast. Only Don Lee has a local network
station in each of 45 important markets (the three other networks combined have only 48
stations).
()iil\ Don Pee has the flexibility to offer a local network station in the Pacific Coast markets
where you have distribution.
1 1 wis ALLEN WEISS, Chairman of the Board • WILLET n. brown. President • ward d. ingrim, I 'ice-President in Charge of Sales
1313 north mm vim 1 1. Hollywood 28, CALIFORNIA ■ Represented Nationally by john blair & company
WfrWfr-
Of 45 Major Pacific Coast Cities
ONLY 10
have stations
ot all 4
ncKviiik
3
have Don Lee
and 2 other
network stations
8
have Don Lee
and 1 other
network station
24
have Don Lee
and NO other
network station
J-Wi:
m-i
;c
SPONSOR
Ijfcl*.
It's the most logical, the most economical coverage you can get on the Pacific Coast. Yon buy
only what you need, and you get what yon buy every time.
That's why only Don Lee regularly broadcasts as many— or more— regionally sponsored
programs as the other three networks combined.
Don Lee Stations on Parade: KNEW-SPOKANE, WASHINGTON
According to Sales Management's 1949 Survey of Buying Power, Spokane County has a population of 216,200 and retail
sales totaling $2(i(),l')').00<). The per capita buying power of Spokane Count)/ is 2J. ()', create) than the national average
while the city of Spokane beats the national average In/ -l~>.2', . When you buy Don Lee in Spokane, the 5000 watts of
KNEW deliver your sales messages with localized impact throughout this wealthy lostem Washington area. KNEW is
only one of tS LOCAL Hon Lee stations that reach Pacific Coast families u hen they live— where they spend their mono/'.
The Nation's Greatest Regional Network
ii
Looking for the biggest ?
Daytime, too,
station breaks
on WCBS
are New York's
biggest
buys
i r..t--'-'" v " v ,-, local P t0 "
?ra»-P 1US S TcBS* ^*:"-on break ^ eI ;
SSigVit and day, t c0 sU
£ reates\ < u , N ..,. >
c orove ».
Represented by Radio Sales
16 JIM IK) 1950
Cjjlf New on Networks
SPONSOR
AGENCY
NET STATIONS
Anahi.t
Foote Cone ci
Belding
MBS
It. T. Babbitt
Ihi.in. Jones
l Its
1 19
Dnubledav & Co
HhImt Roge
1 It-
57
lluhcr Hope
CBS
57
Helbros Watch
llorland
Mil
63
P. LorillarH
l.eyer, Newell
Ganger
*
\lt<
52
Miles Laboratories
Wade
ABC
67
Miles Laboratories
Wade
NBC
160
Muntz Corp
Shore
Mils
Pill. bury Mills
Burnett
CBS
151
Burnett
CBS
151
PROGRAM, time, start, duration
Adventures of the Falcon; Sun 7-7:30 pm| Jan 1
Nona Front Nowhere; M-l 3-3:15 pro; Jan •> : .'.2 ..k.
Galen ltr.ikc: Sun 2:30-45 pm| Jan B; 1.1 »k.
Quiz Program; Sun 2:45*3 pm; Jan 8; I.'* wk.
Birhard Diamond) s„„ .->..-> :t" pm| Mar 19; IS »k.
Dr. I.Q.; W 8-8:30 pm; Jan 4; 52 wks
Edwin C. Hill; M-F 7-7:05 pm; Jan 2
One Man's Family; Sun 3-3:30 pm ; Feb 19; 52 wks
Rebuttal; Sun 9:15-30 pm; Jan 15
House Party; M-F 3:30-55 pm ; Jan 3; 52 wks
Cedrir Adams; M-F 3:55-4 pm ; Jan 3; 52 wks
m^f Renewals on Networks
SPONSOR
AGENCY
NET STATIONS
PROGRAM, time, start, duration
Babbit.
Cities Service Oil Co
Colgate-Pal molive-Peel
Colgatc-Palmolive-Peet
Colgate-Palmolive-Peet
First Church of Christ
Scientist
Goodvear Tire & Rublx
Co
Andrew Jerpenn Co
.lo.ifi-.-M .in v il 1.
I. ever Brother*.
I. ever Brothers
Lever Brothers
Lever Brothers
Metropolitan Life
In in ,iti' ■ Co
Philip Morris
Philip Morris
Procter «!v. Gamble
R. B. Semler Ine
Sun Oil C«
Toni Co
U. S. Tobacco Co
U. S. Tobacco Co
Duane Jones
NBC
135
Fllington
NBC
82
Sherman & Marquette
NBC
139
Bates
NBC
144
Bates
NBC
144
Humphrey
MBS
65
Kudner
ABC
72
Bobert W. Orr
ABC
266
J. Walter Thomp-on
Mils
40O
BBD&O
NBC
( HI
153
Needham, Louis A
( Its
169
Brorby
J. Walter Thompson
CBS
174
Foote, Cone & Belding
< RS
1 7 t
Young & Rnblcam
CBS
26
Blow
CBS
150
Blow
NBC
146
Benton & Bowles
l It*
69
Compton
1 Its
97
Dancer-Fitsger aid-
CBS
110
Sample
('omplon
1 Its
105
Compton
CBS
87
Oompton
< Its
82
Frwin. \\ as. J
MBS
225
Hewitt Ogilv>
Mt(
34
Benson & Mather
Footo. Cone X Belding
< Its
ISO
Kudner
Mils
t ll>
Kudner
MBS
382
David lliirum: M-F ll:45-noon; Jan 9; 52 wks
Cities Service Band of America) M 9:30-10;; Jan 30; 52 wks
Sports Newsreel; Fri 10:30-45 pm; Jan <> ; 52 »k.
A Day in the Life of Dennis Day; Sat 9:30-10 pm : Jan 7: 52 ..k.
Judy Canova Show; Sat 10-10:30 pm; Jan 6; 52 wks
Beligious; Sun 9:45-10 am; Jan 1
The Greatest Story Kver Told; Sun 5:30-6 pm: Jan 1 : 52 wk.
Lonella Parsons; Sun 9:15-30 pm ; Jan 1; 52 >.k-
Bill Henry & The News; M-F 8:55-9 pm ; Jan 2; 52 »U
Bob Hope Show; Tu 9-9:30 pm ; Jan 3; 52 wks
Junior Miss; Sat 11 :30-noon; Jan 7; 52 wks
Lux Theatre; M 9-10 pm ; Jan 2; 52 »k-
My Friend Irma; M 10-10:30 pm; Jan 2; 52 sk-
F.rir Sevarciil; M-F 6-6:15 pm ; Jan 2: 13 wks
Crime Photographer; Th 9:30-10pm: Jan 26; 52 « k -
This Is Your Life: W 8-8:30 pm) Jan IK; 52 wks
Rosemary] M-F 1 1 : 15-noon; Jan 2: 52 wks
Hi:; Sister; M-F; 1-1:15 pm; Jan 2: 52 wk«
Ma Perkins; M-F 1:15-30 pm : Jan 2: 52 wks
Young Dr. Malone; M-l 1:30-45 pm; Jan 2: 52 %.k.
Guiding Light; M-F 1:45-2 pm; Jan 2; 52 sk.
Brighter Day; M-l 2:45-3 pm; Jan 2; 52 wks
Gabriel Heatter; W 7:30-45 pm; Jan I
Sunoco Three Star Extra; M-F 6:45*7 pm: Jan 16; 52 wks
C.ive * Take: Sat 1 :30-2 pm; Dec 31: 52 wks
Man Next Door; Sal 8:30-'» pm; J.in 7
M niiii Kane Private Eye; Su 4:30-5 pm ; Jan 1
National Broadcast Sales Executives <p««onnei changes)
NAME
FORMER AFFILIATION
NEW AFFILIATION
Boger Baker
Boherl F. Chapman
Sam Cook Dlgges
Alfred J. Harding
Sheldon B. Hirkox. J
John Paul Lee
Norman l.on\ an
Carl Ward
limr Wilkev
WKBW. Buffalo, comml mgr
The Dallj Oklahoma:! & Oklahoma CilJ Time
nail adi depl
i Its Radio Sales-Television! N.Y.. acct exec
WCCO, M'npls, St. Paul. -I- mgr
Mts. \.l., mgr of .in rel depl < \M A TV)
Special radio .). work in ir\.i.
KRON-FM, S| comml rep
WCCO. M'npls, St. Paul, sis -lafr member
WCCO. M'npls, St. Paul, SSSl gen sis mgr .< pr.
gram dir
Sam,-. :i»i to presidenl
tt kV Oklahoma City, comml mgr
Sam,-. < hi. office, mur of t%
l\ taff ..I Ills Badio Sale.. Rndio A IV Station. - Rcprc.cn-
latlve, acct exec
Mti N.Y., .lie ..f i- .in rel depl
KMAC, Kiss, 5 Bn intonio, romml mcr
KRON-TV, S.F., .1- mgr
Same, aasl -1- mgr
Same, gen .1. mgr
• fn next issue: l\ew \ational Spot Business; Yen- onrf Kenetreri on Television;
Station Representation CIioiihcn; Advertising Ic/ciici/ Personnel Chanaes
wmmt
■Ill
till
:
:
•
Sponsor Personnel Changes
NAME
FORMER AFFILIATION
NEW AFFILIATION
John It. Ulen
Howard It. Bloomqu
Julia Iverson Cowle
Robert II. Davidson
George I . Durum
( ,-< il W I .irr.ir
Lewis Cruber
Juhn C. Gnardiola
Frank l(. Hale
I arrj I . Hard)
I. W. Ilar.lv
Frank Hopewell
David V Jones
Man Kayes
NX i. liam II. Kingslej
I . It. Mahonej
M. I. Nelson
Bernard J. Oot
Richard D. rail.,,
< lyde I . Rapp
Banning Reppelier
Frank A. Srhotters
Itav nd h. S.-rfass
(....rc.- II Smith
Morris It. Stanley
Neele I-!. Stearns
li. , I,. , i S. \» aters
I .mi Co. Chi., a.lv lour
Textron Inc, N.Y., .lir of fashion i • u I • I
Jell-O divisi.,,, ..I General Foods, N.Y., ,.~i lo dis-
tribution planning mgr in the Genera] Foods
Sales Division
Dancer.Fitzgerald-Sample, N.Y.. tnedia .lir
Richmond Products, N.Y .. <lir of sis prom
P. Lorillard Co, \.\., -I- mgr
Phillips Petroleum Co, Bartlesville, Okla.. as*i mgr
pub r. I
( unnlngham Drug M.,r» Inc, Detroit, prom ni^r
I'hil.o Corp. ri.il... irp ..I Iv-radio .Ii>
Murray Corp ..I America, Detroit
P. Lorillard Co, N.Y., M , in charge of sis
'.rant advertising, N.Y., vp
lt( \ \ ictor, I amden, N.J.. p. .1.1 mgr
Ideal Electric & Mfg «... N.Y., district manager
Iti.l. ,... ,n.l Radiator Co, N.Y., genl factor) mgr
I . S. Steel Corp. N.Y., mgr ..f exhibits
Liquid Carbonic Corp. Chi., asst ...I. «>>^r
Richmond Radiator Co, N.Y., a.lv .lir
I W alter Thompson, N.Y.
Lionel Corp. N.Y .. asst a.lv mgr
Trailmobile Co, Cincinnati, vp in charge »,f opera-
tions
York Corp. York, Pa., industrial sis mgr of North
Atlantic district
Footc, Ion,- iV Belding, N.Y., acct exec
I. .la. ..I Steel Products Co, Milwaukee, asst genl sis
mgr ,»l parent linn in Chi.
Kresge Ih-pl Store. Newark, vp and sis mgr
Lever Brothers, N.Y., n mgr
Lever Brothers, N.Y., a.lv mgr for a group of brands
Monroe F, Dreher, N.Y., put. I and merchandising for several
accounts
Same, a>.i a.lv mgr of lello-O division
Lever Brothers, V... media .lir
Itirlim.in.l ita.liator Co, N.Y., vp and gen mgr sis
P. Lorillard Co, N.Y., genl sis mgr
II.. Weatherhead Co, Clove., dir pub rel
Bristol M,,r. (... N.Y., .lir of a new merchandising dept
Same, pres <»l tv-radio <liv
Same (Scranton), vp in ,-harge of home appliance .liv
Same, vp of newly-created .-igar div
II.,, ,1.1 III. I. l.ar. I Ayer Inc, N.Y., a.lv mgr
Same, comml mgr of Rod Seal Records
Fairbanks, Morse c. Co, I lii.. bIs mgr electrical division
Same, vp
De Horn Displays. Cleveland, vp
Sa adv iii^r
<.r.i> Mfg < ... Hartford, ad* dir
Theo. M.ii.im Brewing Co, St. Paul. a<J\ <lir
\. * . Gilbert, New Haven, a<lv «S. >1> prom mgr
Reynolds Metals < ". Louisville, operations mgr of parts <li
Same, asst genl sis mgr
Lever Brothers. N.V., ad> m^r for a group of brands
Victor ('I'm- mical W nrks < hi., dir of sis
Same, exec * |>
The Dayton Rubber Co, Dayton, vp and dir of products
New Agency Appointments
SPONSOR
PRODUCT (or servicel
AGENCY
V merit'
lea .V. Coffe
tobacco Co.
N.1
Mi.l.i
Argus Inc, Ann Arb.
Vskel < ... Stamford, Conn.
\ r v. . 1 1 In.-. Waukegan, Illinois
Bib i orp, Lakeland, I la.
Blaw-Knox < .... Pittsb.
The Borden Co, N.Y .
I .., w arner Corp, Detroit
Bristol-Myera I I anada Ltd, I ..rout..
dill.. Fruit * Preserving Co, Little River, I la.
< ore Inc, N 1
I rown Poullrj Co, < "I bla, S I
Drake America Corp. N.Y.
Eclipse Food Products Inc, Providence
Cvan- Case I.,. North Attleboro, Mai
I red I ear & < ... Hr....klv .,
(.art. >ii Toj C<». Sheboygan, Wis.-.
Giola Macaroni Co, Ituffal..
Glycol l.ciieralor Chemical \ir Purification < orp. Chi.
i.n Bakeries, N.Y.
II. \X . Cssar.l Co. Chicago
J. I). Jewell Inc, Gainesville, I. a.
Kanncnglesser A ' ,.. N.l
J. Langrall & Brother, Baltimore
LaPlaya Products In.-, N Y
Leacock & < .. Inc, N.1
I ever Brothers, NY
I ever Brothers, NY
I loyd Mfg. < ... Menominee, Ml. I.
\\ alter Magulre < ... N Y
Mail Pou. I. robi < ... Wheeling, W \ ..
Market I ,.rt-.- < ... Everett, Ma
Ma ■>,,,,. I orp, (lii.
David Michael A < o Inc, Phila.
Mall. >- Inc, Seattle
I' I A ,.,,,,1.1. I .,. < ,,,, ,,,,,.,,,
Robert Reis £ < ... N.I
Renault . I ranee
It. ,,,,,,, M„„,,. Products I ,.. Phila.
Itik.r. Inc, N N
II,, Rob. m I, . hni< .1 8 I rade Scl N 1
It, .s, 11,1. 1 Packing i a Ut ,la. Calif.
Srhwarz Saunagc Co, s .l
M i. Shav. > ■■ N.I
II,. S.S 9. I ,,. Atlanta, "...
Standard \ I, W ...k VY
I o] I'.,,, I II. .11,- I. I . \
I rlumph II,. ,, , > M Vork, Pa
W r.| Hi. ( .. - I
"American lee" . ,,IT.-.-
I.uckv Strike Cigarettes
(Television advertising)
Cameras and optical equipment
Proprlet arj medicines
Sanitation engineers
Orange juice
Clamshell bucket .liv
< hemlcal division
Norge division
Resist ab
Jams ami jellies
( ostumo j.-w.-lrv
l'oi.ltrv
International trading compsn)
(candy ami food .liv a.lv I
Coffee and fruil svrups
Jewelrj
Vanilla extract
Macaroni products
Vir purili.'rs
Pre-baked roll- and bread
Foundation garments
i rv Ing chicken
Delicacies
< anned I Is
Hair ...lor blenders
Pcpsodcnl t I, i lei
Rayve -I,,
Outdoor furniture manufacturer
Flooring
I., I,. ro.lu.ts
si.- .., I. pressure cooker
Hull. lit,- mat, rials
\ ,,,ill.i products
Food products
Special advertising project
I nderv. ear & Pa ,.,,,,.,
\ biles
sp,,i removers
Restaurant chain
Trade schools
Sklppj Pel i Butler
•s.,1, .tl^l-s
v, Inc and whiskej Importers
SSS I, ,ui.
M I act urers
rolklng i",
Stockings
< anned lea I I
Mm, in & Gwynn, Memphis
l.ltliv«.<». IVY!
Fletcher II. Richards Inc, N.Y.
Sej ur Blum, N.1 .
Schoenfeld, Huber & Green, Chi.
Charles \V. H..vt. V> .
Russell I. Gray Inc, Chi.
James I li,,iiia> Chirurg, N.Y'.
Duane Jones Co Inc, N.l .
Kcnyon & I < kl.ar.lt ltd. I oronto
Newman, Lynde v\ Associates, Jackso
I la.
t harles Jay Co Ine, N.Y.
\\ alter J. Klein Co. Charlotte, N <
II. It. LeQuatte Inc, N.Y.
Joseph Maxfield, Providence
McNeill A McCleery, ll>« I. Calif.
Peter Hilton Inc. N.Y.
Schoenfeld, Under & Green, < hi,
Storm. Rochester
Morris F, Sv.amv In.-. Chi
I ester I . W ..Iff Inc, N.Y.
W.i-s .»; Geller Inc, Chi.
i i .,„ ford & Porter, \ilania
Paris K I'.art. N >
Moses, Itallilliore
I. rant. N ^
John V. Cairns ,vl Co. \ ^
Footc, Cone & Belding, N I
J. Walter Thorn N ^
I harles \\ . Hoyt, N.Y
<>. s Tyson & «... N.l
( harles H . Hoyt < ... N ^
Cor) Snow In.-. Boston
I I,. I ,,. hen I o, Chi.
(drian Bauer, Phila.
Ruthrauff & Ryan, Seattle
I ... Burnett < o Inc, Chi.
I ,,.,,, w ,s. , A < ... \,1 .
Smith, S,,,.,ll.-v .\ roster Ine, N.l .
McKec & All. riuht. Phila.
William Warren, Jackson A l». v.
Willi..... Warren, .larks,,,, ,\ It. I
< Bast A Bonfigll
Phil \ .,,. Slyck, s.l .
Ml, v .V Hi. hard- I,,, N 1
ll.-nrv J. Kaufman Associates, Washl
I ,., . ,,,., < „ Ine, N >
Buchanan & Co. 1 . \
It. II. I, ,1a I ,,. VI
W. ,|. Mar, in i- Ine, S I
N \
N.Y.
-: :
m
*;•;•'■: ;
FRANK BOON presents the WHK 6:00 P.M. NEWS to his many devoted listeners
in a direct, comprehensive, understandable style. His public acceptance guarantees
advertisers the best cost-per-thousand in Cleveland...
COMPARE
COST PER THOUSAND HOMES
6:00 - 6:10 P. M MONDAY THRU FRIDAY
FOR CLEVELAND REGIONAL NETWORK STATIONS
HOOPERATING
AVERAGE
HOMES
PRIMARY AREA
HOMES
REACHED
DAILY
COST FOR
10 MINUTE
PROGRAM
MAX DISCOUNT)
COST PER
1000
HOMES
5.3
952,244
50,469
560.75
51.18
6.2
874,385
54.212
591.13
51.68
5.1
705393
35,975
572.04
52.00
AVAILABLE M.-W.-F.-see your ra ymer
REPRESENTATIVE ABOUT THE 6:00 PM NEWS
Hooper -Fall-Tinier < I
Winter-Spring 48-40
® Rased on coverage patterns on file with tht
and /tomes. Sales Wnnaeemrtt Suriev ><l flu*
ing I'^er 1949
T' Projected rating for primary area
16 JANUARY 1950
15
2 Siipor Salesmen
Bellowing
Bowlegged
Boy
Biff Collie
& Ken Grant-
on the 7:45 p.m. to 8 p.m.,
Monday through Friday seg-
ment of KNUZ's Houston
Hoedown.
Consistently high Hoopers
prove that this is the show
with the western punch, as
well as pull, in Houston's
fabulous market. You pay day-
time rates for a high Hooper-
rated nighttime audience.
Here's Your Share
Of Audience . . .
MONDAY
4.8
TUESDAY
5.0
WEDNESDAY
4.4
THURSDAY
4.6
FRIDAY
3.6
SOURCE:
Hooper Report May
-Sept., 1949
KNUZ salu'es fhe Port of Houston,
3rd Largest Port in the United States
K-nuz
Call, Wire or Write
Dave Morris, Mgr.
Forjoc, Nat. Rep.
CE. 8801
9th Floor, Scanlon Bldg.
HOUSTON, TEXAS
3/r. Sponsor
Walter S. Mack, Jr.
President
Pepsi-Cola Company, New York
When Pepsi-Cola president Walter S. Mack. Jr. took over active
control of the company in 1939. Pepsi was not hitting the spot. The
firm. whi<h was purchased from rcteivcrs for Si 2.000 in 1931 had
not made any important progress. Mack, an accomplished business-
man with impressive credentials, came to Pepsi determined to over-
take Coca-Cola's lead in the soft drink industry. The company's
productivity was increased and a new bottle and labels were de-
signed. Pepsi's annual ad budget, which was upped to $600,000 that
year, looked puny compared to Coca-Cola's $15,000,000. The same
year, Pepsi's singing commercial (Pepsi-Cola hits the spot, etc.),
which was the first to win the admiration of advertising men and the
favor of the nation, was placed on the air. The chase was on.
By 1 ( H7. Mack's campaign to overtake Coca-Cola showed some
results. The companv's annual ad budget had jumped to $4,500,000,
of which $2,200,000 was used for radio and newspapers. Everess,
the firms sparkling water product marketed two years before was
a growing success. Mack's decision to keep the 12 ounce bottle and
embarrass competitors into explaining their smaller portion-, had
proved a definite -ales aid. Pepsi moved to the number two position
in the soft drink industrj .
The 54 year old Harvard alumnus has made a habit of su< ess.
In \ ( )\'). after serving two years as a naval ensign in World War I.
Mack joined Bedford Mill- as a salesman. Seven years later he was
president of the concern. Then, he became Chairman of the Hoard
and Director of the I nited Cigar-Whelan Stores Corporation. Two
veil- after he was defeated as the Republican candidate For the
\ew ^loik State Senate, 1931. he was the \icc-pre-idenl of the
Phoenix Securities Compan) : three years later he headed the firm.
Last ve ii M.k k losl some ground in his race to catch up to Coca-
Cola. Pepsi's president hired New York City's Town Hal] to tell his
stockholders thai the company's nel income had dropped $3,769,834
m I'M::, and it- first quarter sales Eoi 1949 were below those of the
same period in L948. Said M.k k justifying his $104,000 annual
salary, "Good executives don't come a dime a do/en."
16
SPONSOR
EDDIE CHASE and his
Tele**** GoJg* S fco*
i ? P -^ C^. r d ;. SC ordet g£
to rougW * gicia^s ^ t f ser
eX cV!anges dca stot ^ Ed
, -rhe a va ?r e ^JlaV^e Ben wVv icb ^*
r*v,«se on * c v .. se d car V, a ^.Dodd.s
and parted at ^f eC f answer-
,^eteleP^ n C *ethird* a &als
Jtbe Pi cture SoW **%]* sales
K serv^ ^rde^^a change
1 5S*J • ?ndV U progr d arn *fg£
'^an end * «*? eW ed p ; a ced
or a +p\eP^° ne T rails ^ er( T *ut of
Ranges. ^^^-
MAKE BELIEVE BALLROOM
=RADIO DAILY-
Thursday. December 8, 1949
middle -of -the -dial
at 800 kc.
Adam J. Young, Jr., Inc.
National Representative
GUARDIAN BUILDING • DETROIT 26
THE 50,000 WATT GOOD NEIGHBOR STATION • MUTUAL BROADCASTING SYSTEM
16 JANUARY 1950
17
9 Hometown
Stations^
KBON £ 9 L
KOLM 12L
offers you
coverage of
Population 674,500
Families 200,000
Radio Homes 172,880
with an
Effective
Buying Income
of
$1,071,583,000
Coverage
New development s on SPONSOR stories
Equal to
of the
60% Buying Power
of the
SI % Radio Homes
of the
ENTIRE STATE
OF NEBRASKA
KOLN/^
Paul R. Fry, Gen. Mgr.
World Insurance Bldg., Omaha, Nebr.
Natl. Rep: RA-TEL, Inc.
p.s
jG6 ! ''What makes a TV program click?'
IsSlie: 22 September 1949, p. 64
Subject: Television programing
When the National Brewing Company started using television two
years ago, the organization had to find its own program line-up.
which would sell beer effectively. The medium was new and Na-
tional Brewing was a pioneer sponsor. At the outset the company
sponsored all available sporting events over WMAL-TV, Baltimore.
However, sporting events proved to be hit and miss affairs. The\
were seasonal, and therefore did not afford the company an oppor-
tunity to develop strong viewer patterns, or a loyal, growing video
audience. When sport programs became highly-prized TV attrac-
tions, they also became financially undesirable.
National Brewing began looking for other t\ pes of programing.
After carefully studying various formats, the company started a half-
hour show. The National Amateur Hour. The grand finalist, selected
after six weeks of competition, was guaranteed a spot on the network
program. The Original Amateur Hour. National Brewing then added
the sponsorship of the professional wrestling matches in Baltimore,
and a combination sports and variety videocast. The National Sports
Parable. Monday-Saturday. The program was slanted to interest men
at public places and women at home. By this time the company was
sponsoring a minimum of eight and a half hours of TV programing
a week.
Willi sales mounting as a result of its extensive use of television,
the organization began microwaving its top attraction. The National
Sports Parade, to Washington. D. C. To round out a full eight and
a half hour TV schedule for the nation's capitol, "National Brewing
beamed in the professional wrestling matches From New ^ ork, han-
dled by the veteran video sportscaster Dennis James. Executives at
National Brewing noted that during the past two years the outfit has
expanded faster than at any other time in its history. It was during
this period that the compam used television as its major advertising
medium. In 1950. National Brewing will spend 20'. of its $1,000.-
000 annual ad budget for TV.
p.S
See: "Who listens to FM?"
IsSUe: March 1948, p. 29
Subject: FM listening in Washington, D. C.
A special survcv conducted 1>\ the National Association oi Broad-
casters revealed that a total of 51.282 families comprising 179,487
persons listen eonsistentl) to I'M radio in the metropolitan district
of Washington. I). ('.
Of the 102.200 who tunc in to I'M programs on an average da}
in metropolitan Washington. !!7.2'« consider KM reception worth
the additional cost. Listening time For the average dailj audience
is approximately 106 minutes a day. In thi> comprehensive survey,
prepared l>\ \nhui Stringer, \ \l> staff director who is secretarj ol
the NAB's Executive Committee, extensive use was made of diarj
stud) and interview techniques.
Although I'M broadcasting has gained an impressive Foothold in
the nation's capital, the plight of I'M radio in the resl <>l the country
is verj discouraging. In New ^ ork. W M(! \-l-M planned to suspend
operation of it- I'M affiliate claiming that the station had an insig-
nificant listening audience, in addition to losing MOOD a month.
18
SPONSOR
What about the market? Philadelphia is the third city in the U. S. And
it's second in number of television receivers (TV audience has nearly trebled
since February, 1949).
What about Station? Take WCAU-TV. Transmitter located at the hub of
the market. Strongest signal and best picture in the center of population.
What about program ? Again take WCAU-TV. Latest Telepulse gives
WCAU 8 of top 10 daytime shows, 3 of top 5 nighttime shows, and 5 of the top 10
local shows.
To get in the picture in Philadelphia, get on WCAU-TV.
WCAU
CBS AFFILIATE
^y
^ AM
TV
FM
The Philadelphia Bulletin Stations
16 JANUARY 1950
19
2C
SPONSOR
i I
lis
NBC IS DOUBLY PROUD OF "HALLS OF IVY": FIRST, ITS STARS RONALD COLMAN, BONITA HUME; SECOND, ITS SPONSOR, SCHLITZ
Packaging returns
to the networks
Luig'i and >l> Friend Irinn
have proved what ean be done. All four
chains plan in do more
16 JANUARY 1950
^^_ j Network salesmanship, en-
Wy tcring 1950 as the \ear of
^^^^> toughest competition sin< e
< r\stal-.-el da\s. is now in the hands "I
broadcasting's biggest brass. But
what's more important to the buyer —
the sponsor, the client, or the advertis-
ing ajieucx is this: the networks real-
ty have something to sell. Thai some-
thing is the network developed pack-
age program a program owned oi at
least controlled I>\ the network.
In 1950, the package program will
probabty be the biggest bargain bnj
on the networks.
That fact w ill hold li ue whether the
salesman is Columbia's I » i 1 1 Paley, who
was Largety responsible foi starting tin-
new network packaging trend, or one
of Pale) 's competitoi s. I i ank W hite
of Mutual, trained in Paley's own
-hop. has taken a leaf OUl of the I BS
hook of packaging experien< ■. Niles
21
These three net paekuges ure sponsored
liaminell. freed of NBC presidential
dutio so that he can be a super-sales-
man as chairman of the hoard, has his
own carton of packages. The same is
true of Mark Woods, whom ABC has
ju-t relieved of administrative duties
s<> that he might concentrate on sell-
ing as vice-chairman of the network
board.
1 he trend toward network produced
packages is reall) a postwar phenome-
non. But it is also a return to network
responsibility for their own major
shows.
Radio packaging ha- gone through
three stages. In the begining, when
radio was new. onl) the networks
bothered with the creation of pro-
grams. No one else would touch that
expensive game. After a while, when
NORWICH PHARMACAL has sponsored "The Fat Man" on ABC ever since February, 1947 advertisers found that radio was worth-
while, the) asked their advertising
agencies to find suitable programs.
I he agencies discovered there were not
enough shows in the network show-
cases to suil the client's needs or fan-
cies. Being enterprising, the agencies
started packaging programs for their
clients. Independent packagers also
got into the business. It was a profit-
able business for everybody concerned,
and the networks really didn't care if
the agencies took over the headaches
and the initial expenses of building
-hows. I he networks were interested
in selling time -and. in a seller's mar-
ket, they could afford to let someone
else do the program building.
Those were the days, incidentally,
when longhair critics of radio includ-
ing some at the FCC — howled against
the practice of letting advertising agen-
cies do most of the program-building.
Vmusingl) enough, however, sonic of
these adverse critics are far behind the
parade now. Onlv last month, former
FCC Chairman James Laurence FIv
delivered a speech in which he pulled
old figures out of the hat. showing that
advertising agencies control programs.
I nforlunalelv . Fly had not looked at
programing recentl) with sufficient
care. I he fact is that the program-
building function i-. once more, in the
hands of the network-. And the agen-
cies are happ\ about the development.
The modern trend in packaging dates
back to a meeting held in the offices of
Bill Palej shortl) after the big boss <>f
CBS returned from his war chores.
CBS" schedule had been virtually
broken apart. It had lost Fred Mien.
Burn- & Mien, Bing Crosby, Duffy's
PHILIP MORRIS is the current sponsor of Mutual-developed package, ' Oueen lor a Day" Tavern. Life of Riley, I he Mil Parade,
22
SPONSOR
1 1 JJ
Rr V
'5b^^^_^^^ J
NETWORK PACKAGE SALESMEN: MARK WOODS, ABC; WILLIAM PALEY, CBS; FRANK WHITE, MUTUAL; NILES TRAMMELL, NBC
and other programs and stars.
Palev laid down the law. Willi the
help of psychologist Frank Stanton.
alread\ on the way from academic re-
search to the CBS presidency. Pale)
worked out thre? principles for bol-
stering his network's position. Here —
for the first time in print — are those
principles:
1. Control
2. Content
3. Competition
Just what those words meant was a
mystery to the CBS staff. But the veil
was lifted h\ I'ale\. fast. In effect, his
lecture went something like this:
"We've lost control of the situation.
We must regain control. How do we
do this? B\ insuring program content.
That means, we'll build our own shows
— regardless of costs. Then we 11 be
in position to hit hard on the third
principle: competition."
The word went out, down the CBS
lines. Pale) himself took hold of pro-
graming. Did it |>av off? Here are
two examples:
I'll "M\ Friend Irma." It went on
the air April 11, 1047. Cost: $3,500
a week, \ttci 16 weeks, "Irma" was
sold. Investment in sustaining "Irma :
s .">(>. 000. Gross income now from
time-sale for "Irma": $688,000 per
\ear.
(2) "Life With Luigi." On the air
as a sustainer from September. 194<">
to January, 1950, at $3,500 a week.
Total cost as sustainer, including spe-
cial promotion, about $2( 10.000. Gross
income from future time sales: at least
$688,000 a year.
The other networks were not asleep.
\drian Samish was \BC's programing
vice-president, and Bob Kintner had
just assumed responsibility as execu-
ti\e vice-president, a job which trained
him for the presidency which he holds
now .
Between Kintner and Samish, \B(
started working out it- own packaging
ideas. This network had already had
some experience with packages. Their
was "Ladies Be Seated" which started
in June 1943 and >ta\ed as a sustainer
for about two years. It wasn't an ex-
pensive show, cost onlj about $150,000
for the two-year period. But when the
sustaining period was over, "Ladies
started to pa\ off in sponsorship which
lasted almost four straight years, from
June. 1945 to March. 1949.
Samish and kintner put other shows
into the works on their own. One of
these was "The Fat Man." For a lit-
tle over a year, this one rolled along
without a sale. It set the network
back a total of $125,000. But Norwich
Pharmacal took up "Fat Man" in Feb-
i Please turn to page 58)
Luigi: From Cradle ta Rare
1. BIRTH: Cy Howard, having clicked with "My Friend Irma,"
gets another idea in spring of 1948, decides to build a pro-
gram around a warm-hearted little Italian immigrant. Locale:
Chicago. Tentative title: "The Little Immigrant."
2. DEVELOPMENT: Howard feels he should know more about
his immigrant's background, spends ;ummer of 1948 in Italy.
3. AUDITION: CBS cuts platter of Howard show, Augu?t
1948.
4. SUSTAINING: Show goes on air, September I, 1948.
Hooperating starts from scratch. December 1949 — Hoop-
erating has gone up to 11.5.
5. SPONSORSHIP: After network has spent about $200,000
on program, it gets sponsor, Wrigley's Gum, January 10
1950. Cost of talent to sponsor: $3,500 a week.
16 JANUARY 1950
Tiro of Nielsen tap four are paekaues
Program
Lux Radio Theater
Godfrey's Talent Scouts
Jack Benny
My Friend Irma
Mystery Treater
Fibber McGee and Molly
Charlie McCarthy
Day in the Life of Dennis Day
People Are Funny
Walter Winchell
Amos V Andy
Bob Hope
Inner Sanctum
Mr. District Attorney
Rank
Year Ago
I
3
8
6
10
4
16
20
I I
2
17
5
13
9
Rank
This Repct
I
2
3
4
5
6
7
8
9
10
I I
15
18
19
23
These lucky ladies won their "Chance of a Lifetime" on the Bretton radio show — a luxury cruise
The way back
S|M'i<l«-l blazed llio watrb band
advertising trail bill friendly competitor
II ret ton caught on fast
W Among those who snick-
, «%^pflp^ ered when the Speidel
Corp. decided to try selling watchbands
l>\ radio, in the spring of 1948, was
Speidel's biggest rival. Bruner-Ritter,
Inc. Saul Ritter, president of the latter
firm, freel) admits that he shared in
the majority pre-broadcasl opinion:
Speidel was off its rocker.
Ritter and Marvin Brunei, the com-
pany's vice president, were as wrong
as everyone else — and as surprised —
when Speidel's participation in Stop
the Music on ABC turned out to be a
phenomenal success. I sponsor, 28 Feb.
1949.) The fact that Stop the Music
increased the sale of Speidel watch-
bands by more than 25'< provoked
much deep and sober thought in the
Bruner-Ritter camp.
Two obvious conclusions offered
themselves: (a I Speidel's pioneering
plunge into radio had proved that it is
possible to create brand-name con-
sciousness about a watchband; < 1» i
radio was far and away the best me-
dium For selling watchbands by brand-
name.
Bruner-Ritter Inc. was neither too
proud nor too smug to borrow a leaf
from the book of a competitor — even
from a rival firm which it had once
eclipsed as the leading manufacturer
in its field. Bruner-Ritter held that
distinction in the watchband world
until the start of the recent war. Some
time before the U. S. began hostilities,
the compan) converted most of its fac-
|or\ facilities in Bridgeport, Hartford,
and Montreal to munitions production.
As a result. Bruner-Ritter had to relin-
quish its dominance of one vital part
of the watchband business that of
supplying new bands to wholesalers for
over-the-counter sales and repair-re-
placements. The company retained.
however, its preeminence in the other
important segment of the industry-
supplying bands to the major watch
manufacturers, such as Bulova. Cruen.
and so on.
With the advent of peace and recon-
version of industrv to civilian produc-
tion. Bruner-Ritter was faced, along
with thousands of other manufacturers.
with the problem of regaining its posi-
tion in a fast-moving, highly-competi-
tive field. In their case, the problem
was bow best to recapture Bruner-
Ritter's pre-wai leadership in the over-
the-counter sale of watchbands.
Deciding on an orthodox approach,
the compan) turned to the consumer
24
SPONSOR
BUSINESS FORECAST
Smooth toiling ohrod
for |eweleri who lie in
with this
"(honee of a Lifetime'
Tlie lti« linn It ci i«d
Vol I. .V
( Hl( U.<>. Ill II I "i !5. 1949
• • • • •
JEWELERS HAIL
LIFETIME
Bretton "Bets Million" New
Plan Doubles Jeweler Traffic!
MOKI PEOPL1 buj watch bands than any other
single item in jewelry stores! Any plan that doubles
watch band tr.it tie . doubles retailer opportunities to
sell higher-priced watches, rings, silverware —
ever) thing!
This is the basii principle behind the s|iectacular
new Bretton plan acclaimed by jewelers who pre
CHANC
BRUNER-RITTER FOLLOWED THROUGH ON RADIO WITH DYNAMIC PROMOTIONS WHICH BUILT DEALER INTEREST TO NEW PEAK
magazines in a effort to hypo sales of
its "Bretton" line of watchbands. I The
Bretton line today includes more than
60 styles of metal watchbands and
bracelets, in a $3.95-$59.95 price
range. I Saul Ritter and Marvin Bruner
hopefully invested between $250,000
and $300,000 for full-page spreads in
newspapers and such national maga-
zines as the Saturday Evening Post and
Life, and alerted their dealers to stand
by for the rush of customers.
The stampede started by the ads
would easily have overflowed a phone
booth. Bruner and Ritter recall sadly.
Hie ads were beautiful, the copy crisp
and apparently compelling — but it was
just so much money down the drain.
By this time the Speidel people had
launched their now-historic radio cam-
paign over ABC, and the scoffers in
the jewelry business were beginning to
sit up and take notice. For the first
time in the memory of the oldest
watchband men. customers were ask-
ing for the product by name — not for
just a watchband but for a Speidel
band, "the one they told about on
Stop the Music."
With complete frankness, Brunei
and Ritter admit that they got into
radio principally because Speidel
forced them into it — that is. because
the competitive pressure wouldn't per-
mit them to stand idh by. Bruner and
Ritter were convinced at the same time
that Speidel's spectacular success with
radio represented only a surface-
scratching of the potential watchband
market.
They felt, that is. that the watchband
capacity of the nation was many times
greater than any one had imagined.
Bruner and Ritter agreed with Speidel
that the way to sell more watchbands
was to make people conscious of them
as something more than a link between
watch and wrist. Jewelers themselves
have been selling watchbands for vears
by the simple expedient of polishing
i Please turn to page 60)
WHEN "CHANCE OF A LIFETIME" IS ROAD-SHOWN. BRETTON MISSES NO BETS. WDSU HELPED PLENTY IN NEW ORLEANS
16 JANUARY 1950 25
II II II works
Herewith a report
on a radio measurement
that everybody likes
over-all
7 e f Jur questions we es!; are: ( I ) Who is
the owner of the station — is his operation
successful — and what typo of personnel does
he employ? (2) What attention is paid to
programming? (3) What are the pro-
gramme popularity ratings? (4) What is
the actual station coverage as shown by
BBM? It is our feeling that the time will
soon arrive when any station not in a posi-
tion to supply BBM information will run the
risk of not being included in the list of
stations carrying our programmes.
HAROLD E. STEPHENSON,
Advertising Manager.
The (Canada Starch Co. Ltd.
BBM gives essential information we can get
in no other way. BBM figures are confirmed
by our own survey among users of our p-od-
ucts. BBM surveys reach residents of room-
ing houses who have radios, but no individ-
ual telephones; they cover village and rural
residents not reached by co-incidental tele-
phone surveys.
GILBERT TEMPLETON,
General Manager,
Templetons Limited
26
Canada ma\ be "different."
But the fact remains that,
while plans have been completed for
the formal wind-up of the affairs of the
Broadcast Measurement Bureau in
this countn on 31 December — after a
strife-ridden five-year career — Cana-
da's older and parallel Bureau of
Broadcast Measurement never \\a>
more alive.
BBM is all set to undertake in L950
its fourth biennial study. As in BMB"s
Study No. 2. now being released, BBM
will report for the first time not onl)
once-a-week but six-and-seven times,
three-four-and-five times, and one-and-
two times a week listening. The quota
will be 90.000 ballots. This sample
means more than one ballot for every
40 of a total of some 3,147,000 radio
homes in the Dominion.
Like BMB. BBM is a cooperative,
tripartite organization engaged in mea-
suring radio station coverage. Direct-
id |<iinll\ i three ivpresenlath es from
each i b\ Association of Canadian Ad-
vertisers. Canadian Association of Ad-
vertising Agencies and Canadian Asso-
ciation of Broadcasters, it is financed,
as is BMB. almost entireb 1>\ the
broadcasters.
BBM was initialed b) the Canadian
broadcasters al their annual meeting in
l''12. Thej suggested the formation
ill a tripartite committee to stud) cur-
rent method.- of measuring radio cover-
age. \s in the I nilcil Stales, some sta-
tions were estimating coverage in terms
ill mail count; others b) half-millivoll
contour; still others 1>\ combinations
of these and other projections. I he
tripartite group set out to find a fair
SPONSOR
and uniform method for all Canadian
stations.
The first biennial BBM stud) un-
made, in 1944. on the hasis of these
seven criteria:
"1. Impartial: It must not be con-
trolled 1>\ interests who had something
to sell, or something to be gained 1>\
publication of the results;
"2. Simple: The results and data
must be easily understood and easily
used:
"3. Flexible: The method musl al-
low for future changes without affect-
ing the value or usability of previous
data and information:
"4. Uniform: I he method mu>t li-
the same for all stations, so that a unit
of measurement applied to one station
means exactly the same thing when
applied to another:
''5. Comparable: Data obtained
must be comparable, not only station
by station but also market l>\ market.
as well as being comparable with other
market facts and other media:
"6. Accurate: The method must be
accurate within the commercial limits
of cost;
"7. Practical: The job must be done
in a reasonable time, at a reasonable
cost, and by the people available."
Ten methods were tested. Discarded
promptly was the "arbitrarj circle" on
a map. Mail analysis and analysis of
stimulated mail were dropped because
it was felt they measured specific pro-
grams rather than station (overage.
and because these could not pro\ ide na-
tional comparative figures. Signal
strength measurement told '"where the
station could be heard — but not who
listens" Audimeters and personal in-
terviews were discarded because of the
cost. Telephone surveys would "leave
out the thousands of families who
didn't have telephones."
A postcard popularity poll method,
by which the Dominion would have
been saturated with cards asking re-
cipients which stations they listen to
most, was found unreliable for several
reasons — but chiefly because "it en-
deavors to combine a quantitative with
a qualitative measurement. It scram-
bles total numbers of listeners with
each individual's conception of w hat
constitutes his favorite station."
The committee finally decided that a
pre-tested controlled mail ballot came
closest to meeting the requirements of
all seven criteria. Earl) in 1944 it was
officially endorsed by the AC A. C \ \ \
{Please turn to page 51 I
The data supplied by the BBM in Canada
provides our Marketing, Research and Ad-
vertising Departments with a yardstick which
helps to determine the approximate cover-
age of any radio station subscribing to the
BBM whether it is used for local pro-
grammes, network programmes, or spot
availabilities. Whilst having a number of
limitations the service is still of definite
slue.
ROBIN E. MERRY,
Group Marketing; Director,
Lever Brothers Limited.
To get the most for the least we must dis-
tribute our advertising investment to meet
the varying circumstances in all our differ-
ent markets. We find BBM Audience Re-
ports of definite value, not only in buying
radio coverage, but in checking the ade-
quacy of our advertising penetration in re-
lation to sales targets.
JOHN WHITEHEAD,
Advertising Manager.
Shirriffs Limited.
In our opinion BBM ranks with rating serv-
ices and other radio measurement devices
from the standpoint of necessity. Every
choice of stations reflects an examination of
BBM data if it is available. To eliminate
BBM would be similar to eliminating the
automobile for a return to the horse and
buggy.
CARLTON W. HART.
The Procter & Gamble Co.
of Canada. Ltd.
16 JANUARY 1950
27
LONELY PROGRAM: This is one of few airline-sponsored 15-min. shows
FREE RIDE: American Airlines got plug from NBC's Banghart after trip
Airlines on the air ..
\s ceiling zero
for many airline* in their use of broadcast advertising
over-all
Broadcasting is still a .small.
hut a growing, factor in
the promotion programs of most do-
mestic airlines. It is attracting a high-
er proportion of the score of scheduled
airlines than of the l.'iS Class I rail-
mad- im'ovsok. Januarv 2).
Nearlv all of the airlines are "air-
minded."" and most of them are now
on the air. Hut too often these "cam-
paigns" are only of short-term an-
nouncements, "when \\c have some-
thing special to talk about."
One company, however Northeast
\iilines reports that it is allocating
.">()'; of its entire advertising budget
to radio. Others including Colonial,
Delia. National and Western arc ex-
panding radio efforts. Several have
pone into television.
Hut collectively the airlines s'ill have
no network program to parallel the
Monda\ night "Kailioad Hour of the
\ssociation of American Railroads.
\ few years ago the \ir Transport
Association, Washington, considered
various ideas for a network show, to
supplement or replace the $600,000-a-
year campaign which ATA was run-
ning in magazines through Erwin,
Wasey & Co. Hut a short time after
that the association's entire coopera-
tive campaign was dropped.
The biggest domestic operator.
\mcrican Airlines, spends only 5 to
Hi',' of its $l,000,000-plus advertis-
ing budget for broadcasting, said J. A.
Dearborn, advertising manager. "We
have used only news annouueements
when we've had a special story to tell
— such as the "family half-fare" plan.
Then American schedules (through
Ruthrauff & Hyanl a total of 100 or
more stations in 40 to .*>0 on-line cities.
Such campaigns usually run only three
or four weeks. \mcri< an may be hark
in spot broadcasting in 1950, as such
''special stories"' materialize.
I nited Air lines was "the first air-
line to use TV commercially — begin-
ning in May. 1948." reported Robert
E. Johnson, advertising director. "We
plan to continue our present T\ cam-
paign, which emphasizes 'dependabil-
ity in a series of one-minute spots,"
through N. W. Ayer & Son. These
announcements run five times weekly
in New York, Chicago, Los Angeles
and San Francisco. Although 1950
plans had not been completed, "we
may step up the intensity of our effort
in the cities named, and possibly go
into comparative fare advertising (air
\-. rail I in Eastern cities."
Mr. Johnson reported United's re-
sults from TV as "satisfactory."
For more than four vears I niteds
lews bureau in Chicago has been send-
ing to stations throughout the country
a series of weekly scripts on "Aviation
in the News.
Another coast-to-coast operator.
Northfesl Virlines, St. Haul, replied
simply: "We are not using radio or
telex ision at the present time." but
28
SPONSOR
may start broadcasting, "to some ex-
tent," during L950.
One of the comparative old-timers in
the use of radio advertising is Eastern
Airlines. At present. Eastern is u-inv.
radio on 37 stations in 17 cities —
mainl) along Eastern air routes — new
York, Florida, Chicago, Houston, Mew
Oilcans and \tlanla. The "Silvei
Fleet" is plugged via one-minute an-
nouncements and 15-second station
breaks with an average total of 240
spots a week. Phis schedule will lie
continued during 1050.
On the video scene, Eastern is ex-
perimenting with a five-tiines-a-week
I5-minute live and film news program
on WSB-TV. Should these prove suc-
cessful. Eastern's TV advertising will
expand during 1050.
T\\ \ has '-taken to the air" with
a radio and t\ spol campaign consist-
ing i'l one-minute commercials ami
station breaks. Their -pot radio cam-
paign will i over 12-11 cities I prin-
cipally those alon their air route-'
From \eu ^ oik to San I i ancisco and
Los Angeles.
TWA's television plans for the com-
ing \eai call lor one-minute -pots and
station breaks on New N ork and Chi-
i ago station-.
Northeast \irlines. Inc., Boston, has
realK tried to lake hold of radio's
potentialities, and is pleased with the
results. \ Northeast executive told
sponsor that "broadcasting accounted
for roughly one-half of our advertis-
ing program in 1010." and both radio
i Please turn to page 53 i
Passengers in flight enjoy comfort, safety, and service in this TV still from a TWA commercial
Plane sits for its portrait: movies went into TV spot commercial stressing airline's dependability
and
Make
for 29.5 seconds — Dealers
Happy
It is actually possible, contrary to a lot of recent convention oratory, to make dealers
happy these days. All you do is fill their stores with customers.
Network radio, of course, is the most store-filling medium known. And there are several
solid reasons why the radio network named Mutual can fill your dealers' stores with more
customers (per dollar and per dealer) than any other network.
High among these reasons is the fact that on Mutual alone— at no extra cost for facili-
ties—you can stop your listeners and tell them where to go to buy your product... with
29.5-second messages identifying local dealers by name and address. And Mutual can
localize your message in almost twice as many markets as any other network.
Yes, you can tell your sales story best in network radio— but many a sales story is
incomplete without this Mutual-exclusive signpost right to the dealer's door.
Obviously, this applies the power of point-of-sale merchandising to network broad-
casting. Obviously, this extra, home-stretch effort makes dealers very happy indeed.
The Difference is MUTUAL!
+
REMEMBER THESE OTHER MUTUAL PLUS-DIFFERENCES:
Lowest Costs, Hookup by Hookup, of All Networks
largest Audiences Per Dollar in All Network Radio |(-, e Jff^f^ |f||Q brOddcCJSti ng
500 Stations; 300 the Only Network Voice in Town
Maximum Flexibility for Custom-Tailored Hookups
mutual
system
How well does your
TV commercial sell ?
Two recent studies show qualitative
research on commercials necessary
Two New York area studies show similar results for TV commercials:
71.1%
88.0%
■■■■■■:■
FoodS
beveroges
The Duane Jones results obtained during Nov. -Dec. 1949, are based
on a return of about 1,300 questionnaires out of 5,000, the Look
Hear results on ),144 returns from 2,000 questionnaires. Product
categories in the two studies do not coincide exactly in every case,
but are close enough to warrant comparison.
Look Hear Survey
Duone Jones Survey
37.0%
25.1%
23.4%
20.0%
12.9%
I
6.8%
Automobile
accessories
Toiletries
II 7.0%
" 14.7% 15.0%
■
Home
appliances
(igarets &
tobaccos
Soaps and
washing
powders
Percentage of respondents who bought products advertised.
Most sponsors don't trv to
analyze the efficiency of
their sales messages in
terms of results as ferventl) as they
stud) the popularity of their programs,
or the number of listeners to their an-
nouncements.
One of the reasons for this is laek
of knowledge of the exact pulling pow-
er of individual commercials. More
important, even where some knowledge
of individual commercial effectiveness
is revealed, as in the stud) sponsored
last October bv the commercial TV
column Look Hear, the factors of fre-
quencv of broadcast, facilities used,
tvpe of commercial, etc., do not bv
themselves explain the astonishing dif-
ferences in the selling power of vari-
ous commercials.
Where external, quantitative re-
search leaves olT. qualitative techniques
must be assigned the job of telling the
advertiser more about the element- in
his selling message that make it pro-
duce well, poorly, or not at all. This
is perhaps even more important in TV
than in \\1 broadcasting, because
audio ami video, instead of supple-
menting each other's sales punch, ma)
actuall) tend to cancel each other out.
\ chart accompan) ing ilii- stor)
shows an interesting agreement be-
tween a ~m ve) made last I )ecember bv
the Duane Jones agenc) ol some 5,000
viewers in the New >oik metropolitan
area and 2.0(10 member-- of the Looh
Hear TV Critics Club. Despite the evi-
dence, however, of similar buying in
similar categories of floods. that phase
of the studies does not reveal the sig-
nificant differences in the individual
brands purchased hecause of televi-
sion's influence.
The Look Hear sample, -elected at
random l>\ the American Management
Council from among members of the
column-sponsored club, is confined to
the metropolitan circulation area of
the \e\\ York Daily News and Herald-
Tribune. The column appears weeklj
in lioth papers. Characteristics of the
sample are given in detail in parts one
and two of this series.
Slightly more than half of the re-
spondents were women, of whom about
three quarters were married. Sixty
percent of the men were married.
The outstanding characteristic of the
breakdown In brands of each product
category is the dominance by one or
two brands by percentage of respond-
ents who bought the products for the
first time as a result of TV commer-
cials. Electrical appliances, for exam-
ple:
General Electric . 24.2' <
Wqstinghouse ... 12.1
Philco 9.1
RCA 6.1
Admiral 6.1
Not specified .... 33.3
Miscellaneous .„ 9.1
Three out of eight beers show some
strength, although the leader is over
four times as popular — sales-wise — as
number three:
Baflantine .. 43.5%
Schaefer 30.0
Rheingold 10.0
R & H 3.3
Piel's ... 3.3
Blatz 3.3
Kreuger 3.3
Pabst 3.3
Lipton and Kraft products easily
dominate a list of 16:
Upton's Products 31.9';
Kraft Products ..... 10.9
Borden's Products .. 4.9
Hi-V Orange Juice 5.2
Betty Crocker Mixes 2.8
Reddi-Whip 2.8
Lihby Foods 2.5
Messing Bakery Items 2.1
Swifts Peanut Butter 2.1
Peter Pan Peanut Butter 1.8
Jane Parker Products 1.4
Horn & Hardart 1.4
Spry 1.4
Crisco 1.4
Miscellaneous Items 18.6
Brands not specified 8.8
Coffee purchasers gave Sanka a mar-
gin of HIM)', to KM) , for Maxwell
House, 5.0^5 loi Old Dutch, and :..u',
for "coffee," no brand specified. Nes-
tle's caml\ commercials were three
times more productive with the LooA:
II cm -ample than the next three
brands. Mason. Musketeer, and Bo-
nom's, each with Ll.1%. Whitman's
followed with 5.5. Twenty -seven point
nine percent mentioned "candy with-
out naming a brand.
These examples highlight the range
in quantity of people who were in the
Look Hear sample moved to buy a par-
ticular brand on account of TV com-
mercials. The various objective, exter-
nal factors that affect a commercial -
I lower to move people favorably, such
as time, frequency, facilities, competi-
tion, etc., are well known.
Not so well known are the new tech-
niques being developed for studying
the more subjective, qualitative ele-
ments that make a commercial sell.
Newspapei - were the fa> <>< it'- soun e
of program information of Critics
Clubbers, as shown l>\ the following:
First Second
Choic< Choice
TV columns ;;:.:.', 32.6^3
Program schedules 38.7 30.8
Friend's
recommendation 8.4 9.7
Newspaper
advertising 4.9 13.3
Magazines .. 7.1 4.8
TV station
announcements 2.5 8.8
Harrv E. Garret. Professor of Psy-
chology of Columbia University, says
in his recently published book, Psy-
chology- that an advertising reader for-
gets what he sees or hears 46' < within
two days. He goes on to say. however.
that by repeating an ad or the copy ap-
peal of a campaign at five-day inter-
vals the average reader may recall as
much as 73' < after 35 days. * * *
First-time purchases via TV
Dominance by one or two brands in first-time purchases via TV is a
significant characteristic of each category below.
Hair Preparations
Wildroot
Vaseline
lustre (reme
Drene
Vitalis
Trot
48.1%
3.7%
3.7%
3.7%
Not specified 1 1 3.7%
Washing Products
Dial 1 1.4%
Vel 1 1.4%
Dentifrices
Dr. Lyon's
Kolynos
No brand specified
Miscellaneous brands
37.4%
25.5%
5.1%
1 76.2%
WESTINGHOUSE ELECTRIC CORP. iAPPLIANCE DIVISION)
246 E. Fourth Street, Mansfield, Ohio
am/fm
Products Covered: Refrigerators, ranges. Laundromats, dryers, water heaters,
Waste-Aways, water coolers, fans, vacuum cleaners, roasters,
bed coverings, irons, toasters, mixers, warming pads, waffle
bakers, sandwich grills, coffee makers, hot plates
Type Radio Approved: All types. (Station reports to BAB indicate, among programs
used, a preference on the advertiser's part for news and
sports shows. Both live and transcribed announcements are
being used, but stations reporting use of transcriptions were
less numerous. )
Split of Costs: :.icturcr, 50J - Dealer, 50%
Other Media Approved: Newspapers, outdoor and identification
Please do not write the manufacturer.
Contact vour local dealer or di
itributor.
Issued by BAB: July 1949
£• T-T* ' !
ffl
Bureau
THE CIRCULAR CHART ON THE RIGHT IS BASED ON DATA CONTAINED ON BAB CO-OP INDEX CARDS LIKE THE ONE ABOVE
Critique on co-op
lois of advertisers are doing it.
but most of them the hard way
What's wrong with dealer co-
operate e radio advertising?
Win is it so often a head-
ache? The answer to lioth question-.:
most co-op plans are much too un-
wieldy, are being handled the hard
way.
In reach the dealer who is his di-
rect link with the buying public, the
co-op advertiser mu-l fir>| clear an ol>-
stacle course of middlemen — regional
distributors, stale distributors, and
area distributors. Each has his own
slant on merchandising and advertis-
ing problems within his own bailiwick.
While they bicker, the hottest cam-
paign grows stone-cold, customers go
elsewhere.
Many a dealer co-op plan that was
a joy on paper collapsed at the cru-
cial moment because of a single snag
in the long line of intermediate par-
ties linking manufacturer and dealer.
On the other hand, the plan may work
like a charm. The operation is a
model ot merchandising logistics — but
ffoii* <fo<*.v i/oitr <*o-o|» /H-of/i-Miu iiicdvinc up?
f.
Simplicity — too many co-op plans are cluttered with non-essential
elements slowing the machinery, adding to the costs.
2,
Flexibility — each plan should be tailored to tit the individual, or
local situation.
:i.
Follow-through — close supervision at every level is essential.
4.
Information — everyone concerned must know the whole story.
the customer gets aw a\ . Who threw
the monkey wrench? Nobody. But a
plan worked out at a factors in Terre
Haute, Ind., let us say. will not often
work with equal success for a dealer
in Scranton. Pa., and another dealer
in Orlando. Fla.
How can such situations be im-
proved? The manufacturer can save
himself a lot of grief at the outset 1>\
the simple strategem of conducting his
co-op campaign with the dealer direct-
Iv. thus In passing the regional, state.
and area distributors in the middle,
and saving much valuable time. Mean-
while, the manufacturer is in position
for a frontal attack on one of the more
valid criticisms of co-op advertising:
the contention that the sales message
often loses impact because it isn't lo-
calized enough.
Its common enough for dealers who
participate in co-op campaigns to
charge thai the) aren t getting a fair
-hake because their local identification
with the nationally-advertised product
amount- to a mere mention or two.
Perhaps it was a line like this at the
end of a one-minute announcement:
i Please turn to page 55 1
34
SPONSOR
Categorical breakdown of 94 radio co-op advertisers
CATEGORY
WATCHES
CLOTHING-
HOSIERY, UNIFORMS,
SPORTSWEAR, SHOES
DRUGS,
COSMETICS,
TOILETRIES
TIRES,
TUBES,
ACCESSORIES
PAINTS,
VARNISHES, ETC.
WALLPAPER
GASOLINE AND OIL
BOTTLED GAS
PENS, PENCILS
DEHUMIDIFIER,
SOOT DESTROYER
PHARMACEUTICALS
CLEANER, SOAP POWDER
INSURANCE
SOFT DRINKS
AUTOMOBILES
ADVERTISER
Elgin Natl. Watch. Co.
Harvel Watch Co.
Gruen Watch Co.
A. Sagner's Sons, Inc.
(Northcool suits)
NoMcnd Hosiery, Inc.
White Swan Uniforms
Goodall Co.
F. Jacobson & Sons, Inc.
(Jayson shirts, sportswear)
Acrobat Shoe Co.
Colgate-Palmolive-Peet Co.
Colonial Dames, Inc.
Dorothy Gray, Ltd.
Milkmaid, Inc.
B. F. Goodrich Co.
Gates Rubber Co., Sales Div.
Armstrong Rubber Co.
Seiberling Rubber Co.
Valentine & Co. (Valspar)
Foy Paint Co.
Devoe & Raynolds, Inc.
Marietta Paint & Color Co.
Schorn Paint Mfg. Co.
Janney-Semple-Hill & Co.
National Lead Co. (Dutch Boy)
American Marietta Co.
(Valdura Paints, etc.)
Sewall Paint & Varnish Co.
DuPont de Nemours
W. P. Fuller & Co.
(paints & wallpaper)
Lowe Brothers Co.
Pittsburgh Plate Glass Co.
Baltimore Paint & Color Works
(Gleem paints)
John Lucas & Co.
Sinclair Refining Co.
Standard Oil of Cal.
Pyrofax Gas Div., Carbine & Carbon
Chem. Corp.
Parker Pen Co.
G. N. Couglan Co.
Rhodes Pharmacol Co. (Imdrim)
Lan-O-Sheen, Inc.
Jefferson Standard Life
Mission Dry Corp.
Nash Motors
RADIO TYPE APPRVD.
Announcements
Live Announcements
Announcements
Announcements
Announcements
Uspecificd
Announcements
Announcements
Pgms., Announcements
Announcements
Live Announcements
COST SPLIT
'i of purchases
Fact. SO, Dealer 50
', of dealer purchases
Mfr. 50, Dealer 50
Factory 50, Dealer 50
Mfr. 50, Dealer 50
Generally 50-50
r 'r of purchases
Mfr. 50, Dealer 50
'( of gross sales volume,
all products
Mfr. 50, Dealer 50
(arranged individually)
Women's pgm. participa-
Mfr.
Mfr.
50,
50,
Dealer
Dealer
50
50
tions
Pgms., Announcements
Various
Announcements
Mfr.
50,
Dealer
50
Various, including sports
Mfr.
50,
Dealer
50
pgms.
ETs, Announcements,
Pgms.
Mfr.
50,
Dealer
50
Pgms., Announcements
Mfr.
50,
Dealer
50
Announcements
Mfr.
50,
Dealer
50
Pgms., Announcements
Fact
50,
Dealer
50
Unspecified
Fact
50,
Dealer
50
Unspecified
Fact
50,
Dealer
50
ET Announcements, also
Fact
50,
Dealer
50
live if preferred
Pgms., Announcements
Fact
50,
Dealer
50
Unspecified
Fact
50,
Dealer
50
Unspecified
Fact
50,
Dealer
50
Announcements
Mfr.
50,
Dealer
50
Announcements
Mfr.
50,
Dealer
50
Announcements
Mfr.
50,
Dealer
50
1-min. Announcements
Mfr.
50,
Dealer
50
Announcements
Mfr.
50,
Dealer
50
Announcements
Mfr.
50,
Dealer
50
Announcements, music.
Mfr.
50,
Dealer
50
sports, news pgms.
Unspecified
',
f dealer purchases
Pgms., Announcements
Mfr.
50,
Deal. .
50
Pgms., Announcements
ET Announcements
Deal
Mfr.
Mfr.
. 50
50,
">0
, Mfr.
Dealer
Dealer
SO
50
50
Announcements
1-min. Announcements
Announcements
All types
Mfr. 50, Dealer 50
Company 50, Agent 50
Mfr. 50, Deal. 50
Fact. 50, Deal. 50
'Source: Broadcast Advertising Bureau.
16 JANUARY 1950
Continued on next page
35
Categorical breakdown of 94 radio eo-op advertisers (cont'd)
CATEGORY
ADVERTISER
RADIO TYPE APPRVD.
COST SPLIT %
RADIOS, TV SETS,
Stromberg-Carlson Co.
Live Announcements
Mfr. 30, Dist. 20, Deal. 50
RECORDS, PHONOGRAPHS
Columbia Records
RCA
Announcements, Pgms.
Mfr. 50, Dealer 50
Announcements, Pgms.
Mfr. 25, Dist. 25, Deal. 50
Motorola, Inc.
Announcements
Mfr. 50, Dealer 50
Zenith Radio Corp.
Announcements
Mfr. 50, Dealer 50
HOME APPLIANCES,
York Corp.
Announcements, Pgmv
Mfr. 25, Dist. 25, Deal. 50
EQUIPMENT,
Westinghouse (Appliance Div.)
All Types
Mfr. 50, Dealer 50
REFRIGERATION,
Gen. Refrig. Div., Yates-American
Announcements, mainly
Fact. 75, Dealer 25
HEATING SYSTEMS,
Machine Co.
during sports pgrm.
ETC.
Leeson Steel Products, Inc.
Announcements
Fact. 50, Deal. 50
Eo y Washing Machine Corp.
Pgms, Announcements
Fact. 50, Deal. 50
York-Shipley, Inc.
Announcements
Fact. 25, Dist. 25, Deal. 50
Gibson Refrigerator Co.
Announcements, Pgm-i.
Mfr. 50, Deal. 50
Lewyt Corp., Vacuum Cleaner Div.
Live Announcement"
Mfr. 25, Dist. 25, Deal. 50
Arvln Div., Noblitt-Sparks, Inc.
Live Announcements
Deal. 50, Dist. 10, Arvin
Factory Fund, 40
Iron Fireman Mfg. Co.
Announcements
Fact. 50, Dealer 50
Ironrite Ironer Co.
Announcements
Fact. 50, Dealer 50
Williams Oil-0-Matic Div., Eureka
Announcements
Mfr. 50, Dealer 50
Williams Corp.
Landers, Frary & Clark
D ams., Announcement-
Mfr. 50, Dealer 50
Deepfreeze Div., Motor Prod. Corp.
Pgms., Announcement'.
Mfr. 33 1/, Dist. 16 2 3,
Dealer 50
Crane Co.
Announcements
Mfr. 50, Dealer 50
Stewart-Warner Electric
Pgms., Announcements
Mfr. 25, Dist. 25, Deal. 50
Servel, Inc.
Announcements
Mfr. 33 1 3, Deal. & Dist.,
66 2/3
U. S. Machine Corp.
Pgms., Announcements
Mfr. 50, Deal. 50
Carrier Corp.
Pgms., Announcements
Mfr. 25, Deal. 50, Dist. 25
Barlow & Seelig Mfg. Co.
Not Specified
Believed to be 50-50
Frigidaire Div., GMC
Pgms., Announcements
Fact. 50, Deal. 50
Dexter Washing Machines
Pgms., Announcements
Mfr. 50, Dealer 50
American Stove Co.
Announcements
Mfr. 50, Dealer 50
American Central Div., AVCO
Announcements, break-
fast club pgms.
Mfr. 25, Dist. 25, Deal. 50
Dearborn Stove Co.
Announcements
Fact. 50, Dealer 50
1900 Corp. (Whirlpool Home Laun-
Announcements
Mfr. 50, Dealer and or
dry equipment)
Dist. 50
Hotpoint, Inc.
Pgms., Announcements
Mfr. 40, Dist. 10, Deal. 50
Belmont Papers, Inc.
Pgms or Announcements
Up to 2', of dealer's net
purchases
Blackstone Corp. (washing ma-
Package ETs
Fact. -Deal. -Dist., 33 1/3
chines)
American Coolair Corp.
Live Announcements
Factory 50, Dealer 50
Rheem Mfg. Co.
Announcements, Pgms.
Fact. 25, Wholesaler 25,
Dealer 50
Fowler Mfg. Co. (water heaters)
Announcements
Mfr. 50, Dealer 50
Horton Mfg. Co.
Pgms., Announcements
Fact. 25, Dist. 25, Deal. 50
Sealy, Inc. (furniture)
Pgms., Announcements
Fact. 50, Dealer 50
Tappan Stove Co.
Announcements
Not Specified
Coolerator Co.
Announcements
Mfr. 50, Dist. 50
Airtemp Div., Chrysler Corp.
Unspecified
Mfr. 50, Dealer 50
Nash-Kelvinator Corp.
Announcements
Mfr. 50, Dealer 50
International Harvester Co.
Announcements
Wholesaler 50, Dealer 50
General Electric Co., Appliance and
Announcements
Various
Merchandise Dcpt.
Day & Night Div., Affiliated Gas
ET Announcements
Mfr. 50, Dealer 50
Equipment Co., Inc.
Amana Society, Refrigeration Div.
Announcements, News
Factory 50, Dealer 50
Croslcy Div., AVCO Mfg. Corp.
Announcements
Various
Nestle LcMur Co. (permanent wave
Live Announcements
Mfr. 50, Dealer 50
machines, accessories)
A. 0. Smith Corp., Water Heater
Announcements
Mfr. 67, Dealer 33
36
SPONSOR
NO, 510 /SN'T
OUR f REQUEK CY
ITS OUR NEW ADDRESS
IN NEW YORK
16 JANUARY 1950
37
And now the HPL is in
January 16: Columbia's great 50,000-watt affiliate in
Richmond, WRVA, became the tenth station to broadcast. . .
locally. . . radio's most sales-effective participating
program— "The Housewives' Protective League."
You can get rich in Richmond. And in 77
oilier counties of 3 big-buying states. For
WRVA — the only 50,000-watt station in
\ irginia— carries "The Housewives' Protective
League" programs throughout a market with
PJ0.000 radio families whose retail spending
adds up to ;. neat $1,412,700,000 a year!
Or take oil 10 of the great 111*1, markets.
Now. with the addition of WRVA to the nine
other big stations already broadcasting local l\
"The Housewives' Protective League," your
product-moving HPL commercials can be
carried throughout 10 of the country's most
important markets— covering 14,657,040 radio
homes ... 37.3 % of the national total! \nd
these product-consuming families buy ever)
kind of product to the time of $51,612,021,000
;i \car in retail sales. That's '.V).6' , of the
national total !
// will nay you to take a tip from the more
than 200 sales-minded national spot and
regional advertisers who have bad their prod-
ucts sponsored bv the HPL during the past
twelve months. Their dollar- and sense
testimony is proof thai "The Housewives' Pro-
tective League" is the most sales-effective
participating program in all radio.
For more information about the HPL on
\VI\\ \ or any of the nine other gre;it CBS
stations carrying the program, get directly in
touch with any of the stations, their national
spot representatives, or. . .
THE HOUSEWIVES' PROTECTIVE LEAGUE
"Tin- program that sponsors the product
A DIVISION OF CBS: 485 MADISON AVE, NY— COLUMBIA SQUARE. HOLLYWOOD
AMONG THOSE USING THE HPl DURING 1949:
Richmond...
on WRVA !
HPL Eastern Markets
NEW YORK
(50,000-watt WCBS)
PHILADELPHIA
(50,000-watt WCAU)
WASHINGTON
(50,000-ivatt WTOP)
RICHMOND
(50,000-watt WRVA)
MINNEAPOLIS
(50,000-watt WCCO)
CHICAGO
(50,000-watt WBBM*)
ST. LOUIS
(50,000-watt KMOX)
SEATTLE
(50.000-natt KIRO)
SAN FRANCISCO
(5,000-watt KCBS)
LOS ANGELES
(50,000-watt KNXi
HPL Midwest Markets HPL Western Markets
''The Paul Gibson Show
Absorene
Accent
Aljohn Co.
Amazo
American Cranberry
Austin Paint
Awlul Fresh MacForlane
Bakers Cocoa
Beatrice Foods
Bell Brook Dairies
Bellone Hearing Aid
Bertrand's Printing Co.
Black Poultry Co.
Bliss Coffee
Borden's
Brentwood Mart
Briggs & Co.
Butler Mfg. Co.
Cobanay Products
Calif. Lima Beans
Campbell Soups
Canada Dry
Candeliqht House
Capper Publications
Carbonoid
Cargill Inc.
Childs Restaurants
Cinch Cake Mix
Citizens' Federal Savings
Cleor Tone Hearing Aid
Coca Cola
Colonlol Airlines
Columbia Fed. Savings
Congress Oil
Constitutional Life Ins.
Continental Baking
Corn Products
Cowles Publications
Crock Lets
Craig Oil
CrowellCollier
Crunchy Cookies
Dairy-Aide
Dixie Preserves
Doeskin Products
Donald Duck Orange Juice
Doubleday Co.
The Drackett Co.
Drano
Dugan Brothers
Durlacque Mfg. Co.
E i S Frozen Foods
Eggo Waffle Mix
Family Laundry Assn.
Family Reading Club
Federal Life & Casualty
First Federal Savings
Flex OLace
Florsheim Shoes
Fred Astaire
French's Instant Potato
Freshrap
Fritos
Fuller Brushes
M. A. Gedney Co.
General Electric
General Foods
General Motors
Gordon Baking Co.
Glim
Green Spot Orangeade
Greyslone Press
Griffin Shoe Polish
Gwaltney Meals
H 4 P Coffee Co.
Halliburton Erie Co.
Harry & David
H. J. Heinz Co.
Hi Lite Dog Food
Hills Brothers Co.
Holiday Magazine
Holm Tomatoes
Holsum Bread
Home Bldg. S Loon Assn
Hotpoint
Hot Shoppes
Hunt Foods Inc.
Illinois Electric Co.
International Harvester
Irving s Dairy
Isolex
Jay's Potato Chips
Jekyll Island Shrimp
Jelke Margarine
Herb Jones Co.
Juice Industries
Ken Glass
Kirby Vacuums
Klever Kook Food Co.
Kroft Products Co.
Krisloferson Dairy
La Choy Chinese Dinner
ladies Home Journal
L I M Plastic Aprons
langendorf Bakeries
Leoch Co.
lettuce Leaf Oil
Lever Brothers Co.
linens of the Week
lite Soop Co.
London Specialties Co.
Lubertone
Lyon Van S Storage
Majestic Mayonnaise
Meadow Gold Ice Creom
Megowen Educator Foods
Menner's Rice
Metropolitan Fed. Savings
Miami Margarine
Michigan Bulbs
Michigan Mushrooms
Microtone Hearing Aid
Hilnol
Mit7a Rug Cleaners
Modglin Co.
Mors Cheese Co.
My-T-Fine
The Nestle Co.
New England Confectionery
Nu Tone Chimes
Nu-Trishus Corp.
Ookite
Occident Flour
Ocean Sproy Cranberries
Connell Packing Co.
Ohrbach's
Oil Heat Institute
Old Manse Syrup
Olympic Gardens Bulbs
Omnibook
Pan American Coffee
Paradise Garden Bulbs
Perfex
Perk Dog Food
Pictsweet Frozen Foods
Plllsbury Mills
Pioneer Savings i Loon
Plastic Food Bags
Plymouth Motor Corp.
Premier Foods
Pritz Cleaner
Prodentiol Bldg. Assn.
Puritan MarsfHnollows
Puget Sound P & L Co.
Reolemon
Rislone
Roman Meal Co.
Rusco Windows
Schick Shavers
Schneider Baking Co.
Geo. E. Shompson Co.
Sherwood Gardens Bulbs
Simoniz
Snow Crop
SOS
Spark Stove Co.
Sterling Salt
St. Louis Fed. Savings
Slokely Foods
Ten-8-low
Tony Salad Dressing
TWA
Twin City Fed. Sovings
Twinlock Hangers
Van Houten s Cocoo
Virginia Maryland Milk
Ward Baking Co.
Washington Post
Wash. State Fruit Comm.
Webb s Coffee
Western Reddi Wip
Wilkins Coffee
Willys Jeeps
Windex
Wipe On
Wise Potato Chips
Wm H. Wise Books
Yes Tissues
To Sell
the
Southeast
Be Sure to Include
The Station That—
i.
?
3
Not only covers its
home market com-
pletely but reaches
a vast rural audi-
ence as well in its
total Georgia-
South Carolina
area.
Has more daytime
coverage area than
any other 5,000
watt station in the
entire Southeast.
Offers as its best
recommendation a
large list of spot
clients, including
many of the na-
tion's leading ad-
vertisers.
ADVERTISERS
Are making new sales
records on
WGAC
580 Kc- ABC -5,000 Watts
AUGUSTA, GA.
Avcry-Knodel
RTS.. .SPONSOR REPORTS...
-continued from page 2—
NBC operates experimental
UHF TV transmitter
After NBC completes its experimental operations
with its satellite ultra-high-frequency television
station in Bridgeport, Conn., looking toward re-
assignment of TV channels, it will submit the re-
sults of the experiments to the Federal Communica-
tions Commission. NBC expects to be more successful
convincing the FCC to reassign TV channel frequen-
cies than it was in its battle for color television.
Network package show
boom continues
Networks continue to promote their package shows
successfully. Currently, about one-third of all the
Columbia Broadcasting System's commercial radio net-
work time consists of sponsored CBS package shows.
By the end of 1949, CBS television programing in-
increased from 28% hours a week to 45% hours, of
which 30% hours are CBS package shows. (See p. 21)
Liberty Broadcasting System will operate
coast to coast during baseball season
More than a hundred stations in 28 states have
signed option agreements for the Liberty Broadcast-
ing System's baseball broadcasts. This expanded net-
work operation will give LBS a coast-to-coast hook-
up during the diamond season.
Radio's income increased
in 1949
Gross income for the radio broadcasting industry in
1949 increased 4.5% as compared to 1948. However,
operating costs for the year rose 4%. Federal taxes
amounted to 16% against 17.1% for the preceding
year. Total gross 1949 income for the industry was
approximately $435,279,000, as compared with $416,-
720,279 in 1948.
Ropei reports
on televiewing
Average TV set owner watches television two hours
per day, according to Elmo Roper's latest national
survey. Two-thirds see a program every day. Women
spend more time televiewing than men; lower income
people more than those in higher brackets.
$400,000,000 auto industry
rd program
The $400,000,000 to be spent by the automotive
industry in 1950 for advertising is a record break-
ing amount. Expenditures by General Motor's
Chevrolet division tops the list with $27,000,000.
Ford follows with an outlay of $22,000,000.
40
SPONSOR
FEATURES
OF THE
MAURER
16 MM. CAMERA
The Maurer 16 mm. camera is the answer to your
exacting TV production requirements. Designed
specifically for professional use, it produces
steadier, sharper and more accurately composed
pictures under all conditions. Ease of operation,
combined with many other unique features make
the Maurer Professional tops in performance
and dependability.
The 16 mm. Camera Designed
Specifically for Professional Use!
For details on these and other exclusive
Maurer features, Write:
•I. A. Maurer. i\<
37-01 31st Street, Long Island Citv L, N.Y.
maurer
■ •'uuuuuu
v « / /y
16 JANUARY 1950
41
Mr. Sponsor asks.
Mr. Ross
The
Piekecl Panel
answers
Mr. I u «'ii
^ es . . . and No.
\\ hen \ on add
the words "to the
besl possible pro-
gramming" at the
< - 1 1 « I of that ques-
tion. I begin to
qualify. As an
analyst of pro-
gramming its
techniques, talent
and costs I have watched and waited
in vain for television to emerge from
the restrictive patterns of radio broad-
casting. To a great degree, AM radio's
label of mediocritv lias been imposed
by advertisers compromising with
• OStS. How much more then is the
qualit) of visual programming likel)
to suffei if advertisers continue to ad-
here to radio formulas is coping with
the aknowledged many-times-higher
costs ol television broadcasting?
^ es, advertisers \\ ill continue to
finance television because it is the besl
salesman the) have evei bad. \ case-
book can be built up to support this
thesis. television idverlising lias
proved to be Selling idvertising. It
will justif) increased budget appro-
priations b) dint of the increased vol-
ume of business thai it generates. Vnd
there are several possible routes open
to the advertising industry in meeting
the overall costs "I the likeliest busi-
m - giant of the new half centur) .
Assuming thai this is the time to
act, an) one of the following path- . in-
worth tackling to divorce the adver-
"C an advertising be expeetecl to supply suffi-
eient revenue to finanee a television system
giving complete national coverage?"
William H. Ewen
Assistant Advertising Manager
Borden Company, New York, N. Y.
tising imiusti v from this compromising
with costs:
1. Networks can follow up the ex-
plorations of DuMont and NBC in
block programming . . . that is. the
building and telecasting ol programs
to affiliates, who can sell time in and
around these programs locally. Du-
Mont's daytime operation is directly
.limed at the local merchant for whom
television can be bis salesman in the
home. Television has already been
proved to pay off in direct sales.
2. Spot Advertising — both regional
and local — can assume an even more
prominent role than in AM broadcast-
ing. The use of film promises to out-
strip the achievements of recorded
transcriptions, and it can bring more
and direct profits to both advertisers
and local stations.
3. Divided sponsorship — the trend
toward alternate weekl) broadcasts,
both as a cost saver and talent saver
i Inside I S \. ford Theater, Big Story,
Ken \lurrav. IVrle'.' i as well as a pos-
sible alternate sponsorship of a weekl)
show mav enable more sponsors to
"get into the medium."
But television as a sale-man war-
rants great improvement in television
as an entertainer. If financial main-
tenance bv advertising continues to
piove a limitation on creative accom-
plishments through compromising with
• osts. then I. for one. would welcome
"boxoffice television" ol wlial have von
as an adjunct. Both advertising and
the motion picture industr) have
proved two ,.| the d) namic influences
on this country's recenl economic
growth. Wedding the two offers a po-
tential prodig) that can attain new
heights economically and aslheticallv
while alleviating financial worries of
both parent-.
If. as at bast one recenl stud) has
advised, "pa) as you see" television
can be profitable to the motion picture
industry, profitable to the broadcaster,
aid the advertiser bv assuming a greai
part of televisions fixed costs, and
cater to the viewer bv giving him in-
creased qualit) programming, I'm for
making the experiment.
Mr. Sponsor would be missing the
boat if he didn't hire television as a
salesman. Mr. Movieman must get into
television somehow. Mr. Broadcaster
is obligated to pay bis bills. \nd Mr.
\ iewer is owed a debt of good pro-
gramming. If advertising cannol sup-
pi) welcome programming while meet-
ing television's growing costs. I'm for
giving advertising some help.
Wallack A. Ross
Publisher
Ross Reports on Television
Programming, V. ).
I don't know the
answer to it. I
do know thai the
broadcasting in-
dii-li \ bad better
Lici sei iouslv con-
cerned with the
full implications
of the question.
I' aught s book
Wayne Coy makes you think
about this problem. II broadcasting, as
we know it. canhol provide the pro-
grams the American public wants to
see, some form of boxoffice television
must be found to supplement the pres-
ent commercial sponsorship of com-
mercial show-.
\\ vi m Cm
Chairman
I ederal Communications
Commission
U (ishiniilon. I). (.'.
42
SPONSOR
Mr. Hettinger
Boiled down to
its essentials, the
thesis of Dr.
Faught's socio-
economic analy-
sis of "Some Bil-
lion Dollar Ques-
tions About Tele-
vision" revolves
around the fol-
lowing hypothe-
sis: 111 assuming a theoretical nation
wide network of 1.000 TV stations plus
200 satellite transmitters, the estimated
annual operating cost would be over
$1.7 billion; (2) this is a lot of money
and, again theoretically, would require
the production of an added $80 billion
new business in the economy if televi-
sion were to grow without doing so at
the expense of other media; and (3)
television has an opportunity to secure
additional economic support by put-
ting a "box office" on television receiv-
ers so that TV "could also be used to
distribute and sell entertainment, edu-
cation and other cultural matter."
Estimates made now as to televi-
sion's long-range dollar volume, and
of its net addition to total advertising
expenditures, are more likely to be con-
servative than extreme. Viewed over a
comparatively long-range period, tele-
\ ision revenues are more likely to be
larger, instead of smaller than expect-
ed; always assuming, of course, a con-
tinued high level for the American
economy.
If there is likelihood of revenues ex-
ceeding expectations over any reason-
ably long-range period, there is also
the certainty that Dr. Faught's 1,000-
station hypothesis, with its estimated
$1.1 billion annual operating charges,
will remain theoretical at least for some
time to come — and this without im-
pairing the public or advertising value
of this new medium one iota.
Important has been the manner in
which the nation's radio station struc-
ture evolved during the early years.
The core of this structure has always
been the unlimited time, clear channel
and regional stations. The clear chan-
nel stations have served both major
markets and wide areas surrounding
them. The regional, unlimited time
stations have been the radio counter-
part of the average city daily, and
serve all of our major markets and
their surrounding trade areas. Their
importance today can be seen from
the fact that although in 1947 these
(Please turn to page 61 I
Pl£NTy WHEN YOU'RE SELLING CHICAGO
AND 257 KEY MID-WESTERN COUNTIES ON VICT LI
Your sales story on WCFL goes out to Chicago and 251 Key-Counties
in 5 rich, middle-western states. This actual audience coverage is based
on a 30,000 letter-pattern.
8,289,763 consumers in the primary.' 5,421,020 in the secondary/
A POTENTIAL $15,000,000,000 ANNUAL MARKET
As the Voice of Labor. WCFL has a special tie with the well-paid craftsman
and wage-earners in this prosperous, industrial area.
For full information, contact WCFL or The Boiling Company.
WCFL
50,000 watts • 1 000 on the dial
The Voice of Labor
666 Lake Shore Drive, Chicago, III.
Represented by the Boiling Company, Inc.
An ABC Affiliate
16 JANUARY 1950
43
AIM HOOK
< OM I A I lOMItV
SPONSOR: Doubledaj & Co. VGENCY: Huber Hoge
CAPS! LE < VSE HISTORY: A $1.00 art ins/ruction
book was the offer on tin',- 10 p.m. Saturday night quar-
ter-hour "art lesson." At the end of this three-program
-.cries featuring artist Jon Gnagy, 3,066 people had sent
a dollar for the hook. The client was surprised at the
staying power <>i the Tl audience since the program fol-
lowed lico hours of continuous variety entertainment.
II ould-be artists are still sending in their dollars and
Doubleday is well pleased with its artistic success.
WFIL-TV, Philadelphia PROGR Wl : Jon Gnagj
f
TV
results
SPONSOR < ,,. .,- I', .in, i- AGENCY: Direct
CAPSULE ( W. HISTORY: The program is a half-
hour shoie built around the circus motif. A free Bozo
mask was offered at first for every vote sent in for Bozo
For Mayor — 886 votes were received. The following spot
announcement was a special test. Audience was offered
a small viewer with Bozo's picture on it for two empty
peanut bags plus It) cents. In two weeks there were 540
requests and the final count reached over 1,000 — all on
two announcements.
KTTV, Los Angeles
PROGR Wl: "B ./.,'- ( ircus"
HA K I ICY <.OOOS
SPONSOR: Dutches |'i,. ( o. \(.l N( \ : Waller Klein
CAPSULE CASK HISTORY: A one-minute slide an-
nouncement once weekly is worth this baker's dough.
Each week the portrait of a famous man in history is
/lashed for five seconds. People correcth identifying the
"History Mystery Man" receive a coupon good for one
~>l)c pie. This bO-second spot had a total of 651 returns
in three viewings — an excellent response considering there
are but 10JHH) Tl owners in the station's area. The cost
was slightly more than 10c per response.
WBTV, Charlotte
PROORAM: Spots
Al TO IM Al I It
MUSIC (OMPWV
spoNsOR: Gilmore Chevrolel AGENCY: Direct
CAPS! LE < VSI HISTORY: The program is a one-
half hour live telecast on Sundays in which eight guests
from the studio audience play charades. On one telecast.
the sponsor wanted to see how many calls or customers he
would receive if he made a special "service" offer to all
< hevrolet car owners in the area. The response was well
in ci 2,000 calls from this one video show a bigger re-
sponse than he had evei had from any other medium of
advertising. Tl advertising had passed Mi. Gilmore's
test!
kl'IV San Francisco
PROGR Wl: "Share a Charade'
I.I IT SHOP
sponsor: cu u -k Music Co. VGENl \ : Direct
CAPSULE CASE HISTORY: This sponsor normally
goes in for institutional advertising on large items such
as pianos and organs. On a weekly talent show, however.
$15 music boxes were plugged and the cash registers
were playing a merry jingle. Before the program went
off the air, there were three telephone calls for positive
orders. The next day shotted a complete sell-ou' on the
item with a brisk floor trade asking for the music boxes.
\\ III N. Syracuse
PROGR Wl: " mand Performance"
i i KM I I IC1
spONsOR: Silard's Shop
CAPSI I I i VSI HISTORY : Sponsoi carries an ex-
clusive line o) China, porcelain and Irish belique. II was
selected because it reached the type <>l audience sponsor
wanted. Previously, onl\ direct mail was used. I pai
ticipation /*</s used on a late-evening live musical slum
and items tanging from $2.50 to $65 were useil on the
tele, usis. Response was excellent and customers coming
in to the gift shop to Inn the $2.50 item spent many times
that total before they left.
Kin I TV, Sail Lake City
PROOR Wl: Participation
SPONSOR: Harbour Longmire VGI Ni \ Direcl
l M'sl II CAS1 ills loin : This firm tool a >■
minute spot following "The Square Dance shou to help
mote a supply oj licit -l\pe posture chairs and mote
them they did! Itlt untaxes of the cltaii ite/e demon-
strated and the retail pmc oj $207 was announced. The
In m latci reported that 53 chairs had been sold with at
least It) of the sales definitely tuned to the II one-time
shot. That's $2,070 not tit oi results pit a satisfied Tl
advertiser.
\\k> T\. okl,l,..,.K, < im
PROGROM Spots
LANCASTER, PEN NA.
~
delivers a buying audience
WGAL-TV is the consistent choice of all viewers
in prosperous Lancaster and its adjoining area. It is the onlv
television station located in this large and thriving
market. WGAL-TV presents your sales message with eye and
ear appeal to an audience that's growing hv leaps and
hounds because of interesting, skillful local programming.
and the top shows of all four television networks —
NBC, CBS, ABC and DuMont. WGAL-TV is doing a good
job for many advertisers. Remember, too, it is the only
station that delivers von this consistent, buying audience.
Cost? — surprisinglv low ! W rite for information.
Represented by Robert Meeker Associates
CHICAGO SAN FRANCISCO NEW YORK LOS ANGELES
TV-AFFILIATE
STEINMAN
STATIONS
Clair R. McCollough
General Manager
WGAL
WGAL-TV
Lancaster, Pa.
WKBO
Harrisburg, Pa.
WORK
York, Pa.
WRAW
Reading, Pa.
WEST
Eastern, Pa.
WDE L
WDEL-TV
Wilmington, Del.
16 JANUARY 1950
45
"Imitation is the
sincerest form of flattery "
SPONSOR is the most
imitated advertising
trade publication
today.
510 MADISON AVENUE
NEW YORK 22, NEW YORK
46
SPONSOR
1 T^° 1
SUNDAY
MONDAY
pm
TUESDAY
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BBM IN CANADA
[Continued from page 2i i
and Canada's broadcasting industry.
When, a year later, organization
work for Broadcast Measurement Bu-
reau got under way, BBM says, the
American group was "able t<> stud)
Bl \1 organization and profit from
BBM experience. I" return BMB de-
veloped man) refinements in method
ami practice" which have I een made
availal le to BBM. Since BMB's Studs
Nil 1 in BJ46, and before, the two
organizations have used the same sys-
tem, have worked in close cooperation,
and have used one another's data and
technical consultants.
Advertisers and agencies in both
countries have cooperated with these
organiza ions, and have been vir uall\
unanimous in calling both BBM and
BMB needed tools for the effective bu) -
ing of broadcast time.
Why, lli n. is BBM succeeding, while
BMB has failed?
The answers will \ar\ according to
whether a Canadian of an American i-
gi\ ing them. The\ will vary also with
lnners and sellers of broadcast time,
on liotli sides of the border.
One leading American time! uyer re-
plied with some irritation: "Because
American broadcasters are too damned
dumb!"
From the parallel histories ol BBM
and BMB. however, certain facls
emerge:
I. BBM has gained the support of
more than 7-V , of Canada's 141
AM stations, as well as 58 agen-
cies and 41 advertisers. Thirteen
id the agencies and two of the ad-
vertisers — Campbell Soup and
Miles Laboratories — are in the
I nited Stale-.
On the othei hand. BMB's Stud)
No. I was supported b) about <V<
i yon ,,t 900-plus \M stations in
the I . S. in 1946), whereas its
Stud) No. 2 is financed b) onl)
about 2.V , i (.mi of the present
2.n(»i \M stations).
Canada as yet ha- no television
stations, and onl) 35 KM stations,
to "complicate the picture there.
Ml stations of Canadian Broadcast-
ing Corporation belong to BBM.
2. Whereas charges of "waste" and
"extravagance" have been leveled
against BMB (which has expensive
quarters on Park Avenue in New
^ ork i. th.- BBM people saj th -\
have operated on the basis of strict-
est economy. Nearl) all who work
al BBM's Toronto headquarters
contribute so man) hours a week
to keeping BBM goin :. BBM has
onl) a few | aid employes.
Bui B vlB people will teil you thai
one factor m BHMs "e-onom\
was thai in the ea I) daj s B rlB
helped to keep BBM going !»\ buy-
ing its da. a. Vlso, BMB in New
^ ork continues to handle research
and statistical work lor BBM.
.'!. Perhaps BBM ha- 1 een abie to m ;e1
the "gripes" ol broad :asters more
effectivel) than has BMB. I.. E.
I henner. president of BBM since
1945 land president of Canadian
Cellucotton Products Company),
and such veteran associates as 01 n
Bannerman and Adrian Head, have
worked for years to keep BBM go-
ing 1>\ keeping the broadcasters
sold on it. Mr. Phenner. who re-
cent!) was given a gold medal b)
the Association of Canadian Adver-
tisers for his work with BBM. or-
leadership
S E Et V f C Mi MPMMiECTO Mi Y
V. 5. BECKER
PRODUCTIONS
Producers of television and radio pack-
age snjws Rcpresenling talent of dis-
tinction
i62 5'h Ave . New York luxemberg 2- 10-0
Directory Rates
on request
®mm
- IN
IN PROGRAMMING
IN POPULARITY
IN UTAH
Salt Lake City, Utah
National Repreienfalive: John Blair t Co.
" VQNCOuveR flReir
ask
Join limit & Co.
about tlio
Hots & Martin
STATIONS
IN
RICHMOND
HCOI)-™
First Stations of Virginia
16 JANUARY 1950
51
Hooper has good news
for WMBD-CBS adver-
tiser! The October-November,
1949, Hooper station share of
audience index for Peoria reveals:
1 ) Morning
(8:00-12:00) WMBD 49. 5 f ,
Monday-Friday
2) Afternoon
(12:00-6:00) WMBD 46.9',
Monday-Friday
3) Night
(6:00-sign-off) WMBD 48. 8'<
Sunday -Saturday
WMBD is, of course, still the
leading Peoria station — and with
an increase over the March-April
Hooper in every time segment!
Thus WMBD Peoriarea domi-
nance, plus outstanding CBS pro-
gramming, again proves to be an
effective blueprint for sales.
Let WMBD-CBS carve « place for
you tit the top of the totem pole!
WMBD DOMINATES Peoriarea
CBS AFFILIATE
AM 5000 watts
FM 20000 watts
ganized the tripartite < ommittee
two years before BUM made its
first study.
BBM s research and development
committee weighs suggestions in:
improvement in standards and serv-
ices, and makes recommendations
to the board of directors.
4. Measurement of station coverage in
Canada would appear to be sim-
pler, because of fewer stations and
less competition between them.
Canada's 13,000,000 population
(less than one-eleventh of the popu-
lation of the I . S. I is scattered
across 2.500 miles from Nova Sco-
tia to British Columbia. ()nl\ 15
"metropolitan areas" embrace oth-
er municipalities, and only three —
Montreal. Toronto and Vancouver
are "primar) metropolitan
areas." Nearly two-thirds of the
population of all nine provinces is
in Ontario and Quebec.
(The 1950 study also will cover,
for the first time. Canada's new
10th province. Newfoundland. I
However, as Honore Chevrier, re-
search director of the Canadian Broad-
casting < oi poration. and \ ii e-chail man
of BBM s research and development
committee, told SPONSOR, Canada con-
fronts special language problems.
"Four million Canadians." be said,
"are of French extraction. These peo-
ple have their own station listening
habits. A large number of French Ca-
nadians are bilingual, speaking Eng-
lish as well as French, and listen both
to their own and to the English lan-
guage stations. Thus BBM must report
b\ three language groups.
The problem of station participation
in BBM probablv is simplified b\ the
fail that man) of the stations in the
Dominion are owned b\ Canadian
Broadcasting Corporation. In the Unit-
ed States no network or other single
group ma) own more than seven sta-
tions; no network numbers among its
affiliates as much as one-fourth of all
AM stations, and all four coast-to-coast
networks together do not have as affili-
. 1 1 • — ball "I all the Wl -tat ions now
operating.
BBM operates on an annual income
of less than $100,000. Even so. in the
years between the biennial -Indies —
1010. f,»r example BBM is "slight!)
in ihe red." This lo— is overcome in
the "stud) years.
But. he- added, "we've no surplus foi
the Canadian tax authorities to worr)
about."
Because it costs less to send adver-
tising messages over the air than to
distribute them by mail or truck — es-
peciail) to sparsely-settled areas —
main Canadian advertisers have their
own reasons for being sold on radio
advertising, arid specifically on BBM s
efforts to tell them about station cover-
age.
One large Canadian advertiser, who
preferred not to be identified, pointed
out that in the breadth of Canada, "a
distance hundreds of miles greater than
from New ^ ork to San Francisco, there
are main small units of population
wbirb must be reached b) small local
radio stations, if at all. Because our
population is small, we cannot afford
to ignore scattered groups of people
here and there that a national adver-
tiser in the I nited Stale- mighl ver)
well pass up.
Advertising expenditures for this
compan) s two principal products aver-
ages $1 for every 60 people in Canada.
"If in a certain area there is a popula-
tion of 300,000," this advertiser said.
VODKAN
YOU VANT
EEN
MOSCOW
(Ky.)?
email to ""J Area is
ssSBSSbaas
;ubl«f«orthi»thw cha
cause we dont have iu .,. t .
£" ftrSSNRL » «-»
52
SPONSOR
"presumably we can spend $5,000 in
that area. The figures supplied by
BBM help us to decide on what sta-
tion or stations to spend the money
allotted to radio advertising in that
area.'
The $l-for-60-people ratio, he ex-
plained "represents more in Canada
than it does in the I nited States. Al-
though the population of the I nited
States is onl\ 12 times that of Can-
ada, the buying power of the United
States is IB times as great. Fort) peo-
ple in the I . S. could supply as much
bu\ ing power as 60 in Canada.
Hut advertisers and agenc) execu-
tives in both countries agree on the
continuing need for uniform and im-
partial station coverage data. \\ it It
competition increasing among broad-
casters, and more competition from
other media, they sa\ that the need
today is greater than ever.
America's BMB may be replaced by
a membership corporation. Canada's
BBM will continue to go its coopera-
tive, tripartite way. * * *
AIRLINES
{Continued from page 29 1
and newspaper efforts are being
stepped up in 1950.
Northeast's broadcasting response
lias been especially good since it start-
ed the "Yankee Fleet" as a singing
commercial. This was taken from an
old New England sea chantey, "A Yan-
kee Ship with a Yankee Crew," and
was appropriate for Northeast's "Yan-
kee Fleet." The song has been sung
ever networks, and the company's of-
fices have been "deluged by requests
for sheet music and records" of it.
Until recently, "by far the greater
proportion of our advertising budget
was devoted to newspaper and maga-
zine advertising," said Alfred M. Hur-
son, vice-president for public relations
of Colonial Airlines, Inc.. New York.
"However, during November we ap-
propriated about .$5,000 for a series of
spot announcements on WJZ. New
\ork. This is the first really concen-
trated radio effort we have made.
"We are more than pleased with re-
sults." but the company had not yel
had time to determine the percentage
of inquiries being turned into sales,
nor to compare them with newspaper
and magazine inquiries."
In 1948 Colonial bought a participa-
tion in the television show Suing into
Sports over \\ \BI>. New York. "This
visual selling of our services to winter
sports lovers." Mr. Hudson said,
"helped us to get our story over. . . .
We carried small 56-line ads on the
sports pages of New ^ ork newspaper*,
calling attention to the program and
at the same time selling our service.
National Airlines. Miami, intends to
increase this year both its overall ad-
vertising program and the radio-TV
part of it. replied John M. Stoddard,
assistant to the vice-president. Broad-
casting, which in 1949 represented only
1 per cent of the total, will lie stepped
up to 7 1 •_. per cent.
"Extremely favorable" results from
spot broadcasting in test cities in 1949
have led National to plan a consistent
announcement campaign. Among sta-
tions used have been those in cities
served by National which are neai
government installations, such as army
camps and navy bases. Currently, the
airline is participating in a tie-in with
the New York Giants baseball club
on WMCA, New York, promoting trav-
el to the Mayfair Inn at Sanford. Fla.
Delta Air Lines. Atlanta — which
operates in the Southeast and north to
Chicago — is now sponsoring an un-
TWO
CITIES -SOUTH BEND AND
MISHAWAKA - ARE THE HEART OF
THE SOUTH BEND MARKET
The city of Mishawaka begins where the city of
South Bend ends. They are separated only by a
street. The two cities form a single, unified mar-
ket of 157,000 people.
Be sure to count both cities when you study
this market. It makes a big difference. Here's
how: in 1948, South Bend ranked 90th in the
nation in food sales, with a total of $36,129,000.
But when Mishawakas 1948 food sales are added,
the total becomes $45,385,000— and South Bend-
Mishawaka jumps to 69th place! A similar pic-
ture is reflected in all other sales categories in
this two-city market.
Don't forget, either, that South Bend-Misha-
waka is only the heart of the South Bend market.
The entire market includes over half-a-million
people who spent more than half-a-biffion dollars
on retail purchases in 1948.
And only WSBT covers all of this market.
WSBT duplicates its entirt
schedule on WSBT-FM—at
no extra cost to advertisers.
PAUL H.
5000 WATTS • 960 KC • CBS
RAYMER COMPANY • NATIONAL REPRESENTATIVE
16 JANUARY 1950
53
usual, daily 15-minute newscast on
WCON, \tlanta. and expects to start
telecasting on \\ COVIN when that
station goes on the air. probably in
March.
The newscasts, explained James II.
Cobb Jr.. public relations and advertis-
ing director, are "'actual taped inter-
views with passengers, made in flight.
and replayed as the middle commer-
cial." The interviews are made bv
Newscaster Don Elliott, who gets a
two-month suppl) from one round-trip
between Atlanta and Chicago.
Delta also uses announcements in
Birmingham and New Orleans. Cur-
rently, it sponsors spots on WSB-TV.
Atlanta, and it has used TV in Chi-
cago, Dallas, New Orleans and Miami.
These spots are one-minute movies,
with sound on film, showing passen-
gers boarding a Delta- DC-6, being
made comfortable bv a stewardess, en-
joying a meal . . . and then enjoying
themselves at their destination.
"We believe television is especially
well suited to travel advertising. Mr.
Cobb pointed out. "and we expect to
make increased use of this medium as
audiences multiplv.
RranifT International Airways. Dal-
las, sponsored telecasts of several news
Jet WIBW fif/your SaL Sdol
Sales Managers! Here's a tip from
Kansas farmers. These far-sighted
operators depend on ensilage (the
stuff that's stored in silos) to keep
livestock growing when there's a
shortage of green stuff.
Incidentally, there's no shortage of
green stuff — money, that is — in
vVIBW's five-state farm audience.
You can count on immediate sales
when you use WIBW.
At the same time, you'll be filling
your sales silo with name preference
and built-up demand for your prod-
uct. You II find this mighty valuable
in keeping your sales growing — espe-
cially during seasons that are nor-
mally "off. '
Let WIBW Fill Your Sales Silo
programs in 1949. an executive said,
"but radio advertising has still to be
considered in connection with our in-
ternational advertising program.
Some aviation executives implied
that the railroads were merely cutting
their own throats by accepting recent
fare increases. Kenneth E. Allen, ad-
vertising and publicit) director of
Western Air Lines. Los Angeles, ex-
pressed the belief that "we have in our
familv plan and coach service two
good price appeal elements which can
outsell the railroads any day in the
week, regardless of the relative prox-
imity of fares."
Western uses spot radio for such
appeals and recently has been buying
strip radio on "numerous disc jockey
shows on independent stations." Mr.
Mien said. "It is too earh to tell the
drawing power of such shows, but we
are confident it is going to show some
good inquiry results."
An executive of pan American \\ 01 Id
Airways said that "our use of radio
and television has been so meager that
we cannot contribute anything of tan-
gible value."
But Pan Am. T\\ \ and other over-
seas lines are expected to step up pro-
motion sharplj lo attract some of the
rfucUeace
Ort.-Nov. 1949
MORNING 42.8
AFTERNOON 36.1
EVENINC
29.6
First By Far!
Rep : CAPPER PUBLICATIONS, Inc. • BEN LUDY, Gen. Mqr. • WIBW • KCKN
WFBL
SYRACUSE, N. Y.
Represented by
FREE & PETERS, INC.
54
SPONSOR
scores of thousands who will go to
Rome for the Holy Year abservance.
The American lines also are promot-
ing both reduced fares abroad and
bigger spending power of the Ameri-
can dollar when one gets there.
Meanwhile, in this country, many
airlines, such as Capital, regard the
railroad fare increase as opening "a
new market for air coach passengers
on the scheduled airlines of the coun-
try." J. H. Carmichael. president of
Capital Airlines. Washington, said
that, as a result, "the air coach has be-
come the closest price competitor to
bus transportation. " Capital intends to
make promotional capital of it.
More smaller airlines also are ag-
gressive, promotionally. John V. Wees-
ner, president of Nationwide Airlines,
Inc., Detroit I which serves only Michi-
gan I , reported that "our spot an-
nouncements now represent approxi-
mately one-quarter of our total adver-
tising budget." * * *
CO-OP
(Continued from page 34)
"Residents of Conshohocken will find
a full line of Blank washing machines
at Fred's Appliance Store, 212 Main
Street." Other Blank dealers might
get a plug on other days, but all the
plugs are alike. The big reason for
this uniformity is the section of the
Robinson-Patman Act which says that
a manufacturer must not discriminate
among his dealers — that is. whatever
he offers one must be offered all others.
Proponents of the simplified ap-
proach to dealer co-ops suggest the fol-
lowing method of strengthening the
sales message at the individual level
without circumventing the letter or
spirit of the Robinson-Patman Act.
Let the manufacturer prepare several
identical lines of copy for each dealer.
Then make this stipulation: "Thes»
two lines of copy about my product
must be included in your local an-
nouncement if you want to share in
our co-op plan. As long as you've used
this <op\ verbatim, you're on \our
own. with no strings attached."
At that point the dealer can write
his own commercial, making it as lo-
cal and individual as he likes. His
aim. of course, is to persuade listeners
to buy their Blank washer from him
rather than from a competing dealer.
It is understood, of course, that in
shaping the commercial to his own re-
quirements he will do nothing to dis-
tort the manufacturer's several lines of
copy, or to weaken its punch.
Such an arrangement would do
much to nourish good-will between
dealer and manufacturer, in addition
to its other virtues. Under the present
setup many dealers are "going along
with the herd" only reluctantly, and
not with any conviction that they per-
sonally will benefit from the arrange-
ment. More serious, from the national
merchandiser's viewpoint, is the feel-
ing among some dealers that their con-
tribution to co-op funds is really a
"gouge," with the manufacturer riding
the gravy train.
Certainly no manufacturer sets up a
co-op campaign with the intention of
"shaking down" his dealers. Nonethe-
less, the disgruntled dealers have a
point — one which goes back to the in-
flexibility of the copy that is handed
to them. Even though prepared with
the purest intention, the average co-op
announcement gives the national
brand-name a much better break than
the dealer who handles it. This obvi-
ously implies a shortsighted outlook if
Winston-Salem's
Station
IN LISTENING (Hooper)
IN NETWORK (NBC)
IN POWER (5000 WATTS)
ON THE DIAL (600)
ON THE AIR (1930)
Your FIRST and BEST Buy!
Affiliated with
NBC
(^ WINSTON-SALEM (J)
THE JOURNAL-SENTINEL STATIONS
TWENTIETH ANNIVERSARY YEAR
Represented by
iHeadley-Reed Co.
16 JANUARY 1950
55
one considers that the avowed purpose
of dealer co-op advertising is to move
the product from dealer to customer.
Its purpose is not primarily to create
demand: that's the job of national ad-
vertising. It's true that the two forms
mn>t necessaril) overlap, to a degree.
Hut to earmark funds for a sales pitch
at the dealer level and then to delegate
the dealer to second fiddle in the com-
mercial is obviously muddled mer-
chandising — aside from the fact that
it peeves the dealer.
One big reason for the general con-
fusion about dealer co-ops is the sur-
prising lack of information, all along
the line from manufacturer to distribu-
tor to dealer, on how they are sup-
posed to operate. The NAB's Broad-
cast Advertising Bureau has taken
some monumental strides toward clari-
fying the situation. BAB's position on
co-ops is objective. Being a part of
the broadcasting industry, the Bureau
is working for the best interests of
radio advertising in general, and does
not recommend one type of radio buy
over another. But in every instance
where a co-op program is in operation
or is contemplated. BAB has been on
Mr. Advertiser:
YOU CAN DO IT AS
WELL (Maybe Better)
AND FOR LESS
with
TELEWAYS
TRANSCRIPTIONS
The following transcribed
shows now available
AT LOW COST!
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260 15-Min. Hymn Programs
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260 15-Min. Musical Programs
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156 15-Min. Musical Programs
• STRANGE WILLS
26 30-Min. Dramatic Programs
• FRANK PARKER SHOW
132 15-Min. Musical Programs
• MOON DREAMS
156 15-Min. Musical Programs
• BARNYARD JAMBOREE
52 30-Min. Variety Programs
• DANGER! DR. DANFIELD
26 30-Min. Mystery Programs
• STRANGE ADVENTURE
260 5-Min. Dramatic Programs
• CHUCKWAGON JAMBOREE
131 15-Min. Musical Programs
Send for Free Audition Platter and low rates on
any of the above shows to:
RADIO
PRODUCTIONS,
INC.
TELEWAYS
8949 Sunset Blvd., Hollywood 46, Calif.
Phone CRestview 672 38 — BRadshaw 21447
hand to present radios case for inclu-
sion in the campaign.
The chart which accompanies this
article represents a digest, by product
categories, of co-op information BAB
has collected as part of its service to
advertisers and stations. The chart
represents most of the dealer co-op
"case histories'' that BAB had com-
piled at this writing, with other re-
ports coming in steadily, sponsor's
chart does not purport to be the com-
plete national picture of co-op adver-
tising. But it is extensive enough and
sufficiently representative to support
some conclusions about who's doing
what in radio co-op advertising.
Co-op advertisers tend to conform
to one of three general patterns in al-
locating their radio funds — the Straight
Split, the Three-Way Split, and the
Percentage Limitation. The first type
is a down-the-middle division of costs,
with the manufacturer paying 50%
and the dealer paying 50%. The great
majority of co-op deals fall into this
category, as the adjoining chart illus-
trates. Columbia Records. Zenith Ra-
dio. U. S. Machine Corp. and Ameri-
can Stove Company are examples of
this breakdown.
Under the Three-Way Split, costs
are shared in varying ratios by dealer,
manufacturer, and distributor. The
most popular formula in this bracket
is manufacturer 25%, distributor,
25%, and dealer 50%. Typical users
are the York Corporation, air-condi-
tioning and refrigeration-equipment;
Radio Corp. of America, RCA Victor
Radios, phonographs, combinations,
records and television sets; and York-
Shipley, Inc., oil burners and furnaces.
The other three-way split most fre-
quently encountered is: manufacturer
30%, distributor 20%, and dealer
50%. The Stromberg-Carlson Co. uses
this plan for dealer-advertising its
radio and TV sets.
There are a substantial number of
cases where other types of three-way
splits have been worked out to fit in-
dividual needs. Deepfreeze Division,
Motor Products Corp.. for example,
splits it this way: manufacturer,
.'.'.' ;',. distributor I (»-.;',. dealer
50^. Noblitt-Sparks Industries, Inc.,
Arvin radios, heaters., appliances, of-
fers the following formula: dealer
50%, distributor 10%, \rvin Factory
Fund. 40%.
The other basic form of co-op cost
split is the Percentage Limitation. In
this setup the manufacturer bases a
dealer s advertising allowance on a
percentage of his purchases by dollar
volume during a calendar year. Un-
der the Gruen Watch Company's plan,
the percentage varies from 2' < for an
annual volume of less than $15,000, to
8% of purchases of $500,000 and
over, with a graduated scale between
those extremes. The Elgin National
Watch Co. has a similar plan, starting
with minimum purchases of $1500 a
year.
Closely related to the Percentage
Limitation plan is the Unit Allowance
arrangement, used extensively by the
major appliance manufacturers. Serv-
el. Inc.. follows this plan: manufac-
turer 331/3%, dealer and distributor
66% f ; . with the proviso that the max-
imum expenditure by the manufactur-
er will be $2 per refrigerator purchased
by the dealer, and 50c to $2 per water
heater, depending on the model. The
Ironrite Ironer Co., with a straight 50-
50 split, sets up its co-op fund on the
basis of $3 per ironer purchased by
the dealer. The dealer must match
this, which makes a total of $6 to be
spent locally for promotion for each
ironer delivered to the dealer.
Another type of co-op advertising
used by several manufacturers on a
small scale is the so-called "Factory
Help" plan, in which the manufactur-
er contributes no money but instead
furnishes prepared advertising materi-
al. Auto-Lite sends stations 15-minute
transcriptions of a program called
Gasoline Alley, together with a list of
local Auto-Lite distributors. Window
streamers and other point-of-sale ma-
terial are also available. On the same
basis, the Anderson Company sends
stations five-minute transcriptions for
its Anco windshield wiper blades.
Most co-op advertisers who use
radio are very specific about the type
of radio advertising they approve, stat-
ing whether live or transcribed an-
nouncements are preferred, and care-
fully outlining copy limitations. Most
of them point out in no uncertain
terms thai they will share costs only of
announcements devoted exclusively to
their own products.
The wide diversity of advertisers
who are using co-op radio is evident
from a glance at the chart drawn from
the BAB index cards. While a pre-
ponderance of co-op money is invested
in the appliance and home equipment
fields, there is no limiting categorical
factor. Colgate-Palmolivc-Peet uses co-
op to sell tooth powder, Goodrich uses
it for tires and tubes. Devoe & Rav-
56
SPONSOR
199
TV RESULTS
First it was 83
TV RESULTS,
then we published
99 TV RESULTS.
So far. we've exhausted
three printings.
The fourth will be
199 TV RESULTS, and will
be fully eategorized
and indexed for
day-to-day use. You'll
love this one,* even
more than you did the others.
*We're accepting limited advertis-
ing with 11 10 February deadline.
Regular insertion rates apply. Ad-
SPONSOR
vertising was nol available in
previous TV RESULTS booklets.
i
510 Madison Avenue, New York 22
N- SALEM
How To Put A Client Out
Of Business
A WAIRadio client had sev-
eral hundred surplus trousers
to sell. One announcement
over WAIRadio at 6:45 AM
sold entire stock by 10:30
AM. Advertising cost less
than one cent per garment.
With new, larger stock, this
merchant is again using
WAIRadio sales magic.
National Rep: Avery-Knodel, Inc.
NORTH CAROLINA
BMI
SIMPLE ARITHMETIC
IN
MUSIC LICENSING
BMI LICENSEES
Networks 23
AM 2.046
FM 407
TV 89
Short-Wave 4
Canada 150
TOTAL BMI
LICENSEES
2,719
You are assured of
complete coverage
when you program
BMI licensed music
,-/v „/ January 5. /V><>
BROADCAST MUSIC, INC.
580 FIFTH AVE., NEW YORK 19
NEW YORK • CHICAGO • HOLLYWOOD
nolds uses it for paints and varnishes.
Even though there is no common
denominator, product-wise, for the
bu\er of co-op radio advertising, there
are several important factors which
all such advertisers should hear in
mind in order to get the best results
from their co-op dollar. The first of
these is simplicity — too many co-op
plans are cluttered with non-essential
elements which slow down the machin-
ery, while adding to the cost. The sec-
ond is flexibility — tailor the plan to the
individual situation; its unreasonable
to expect a single plan to work success-
tullv for hundreds or thousands of
dealers in all sections of the country.
The third requisite is follow-through —
perhaps no form of advertising de-
mands closer supervision at every lev-
el; there are any number of directions
in which it can go haywire without
proper guidance. The fourth is infor-
mation — once a co-op plan is organ-
ized, don't keep the details a secret.
The better informed all parties con-
cerned, the better it will work for
them. * * *
NETWORK PACKAGES
{Continued from page 23 I
man of 1947 and seems still happ)
with it.
Not all network packaging experi-
ences have happy endings. Last sum-
mer, for instance, NBC spent a total
of $423,923 for packages, and the re-
turn as yet is not at all satisfactory in
terms of dollars. Hut — and here is the
big modifier — NBC is not discouraged.
It's going right ahead, spending more
hundreds of thousands. For the sum-
mer of 1950. NBC already has lined
up a total "I 32 packages on a "hang
the cost" basis. None of these new
NBC shows will be overly-expensive.
All will be budgeted at under $10,000
a week most of them falling into the
$5,000-a-week or under class. But. all
in all. NBC will spend at least $500,-
000 on these packages.
On ever) one ol the lour major net-
works clients can now. and will in-
creasingl) be able to, l>u\ packages
thai have the following advantages:
ili A network package show has
the bug- taken out of it before it is
sold. It i- "tested and weeded."
(2) It has a rating history. The
client or agenc) doc- not have to guess
what the show imn do on the air; il
buys on the basis of what the show
fias done. The audience has been
built; in most cases, the time-slot has
been fixed to the show.
(3) The client is sure that the net-
work will give a net-owned or con-
trolled package a lot of extra ingredi-
ents. These may include a larger or-
chestra, extra cast, and certainly extra
push and promotion.
(4) The client is sure of the price.
Since the network owns or controls the
package, there is no doubt as to wheth-
er the price will vary greatly. Both
ad agencies and clients welcome a deal
where the financial headaches are kept
to a minimum. As clients shift gears
into television, this factor becomes
even more important, because in video
there are so many possibilities for "ex-
tras" — an extra lightman. extras for
sets, extras for rights to certain liter-
ary properties, etc., etc.
After reading all this a client or
agency may come up with his own
$64 query : "Why are the networks do-
ing it? Are they philanthropists?"
The answer is: "No." True, when a
client buys a network package in which
the chain has invested $100,000 and
the client pays only so much a week,
the 100-G is the network's "loss." But
it's only a bookkeeping minus. The
CBS chief was smart enough to see
that when he laid down "Paley's Law"
of "control . . . content . . . competi-
tion."
When a network sells its own pack-
age, it gains in four ways:
I 1 I The show will stay on its net-
work. It will not be built up. get audi-
ence confidence, develop stars — and
then find the client shifting the show to
a competing network. The show is
tied to the network.
1 2 ) The network is interested not
only in selling one time-slot, but in
selling all time-slots. That means the
network must worn about adjacencies.
It mav want to build "mood" program-
ing. It max seek a certain balance on
certain nights. If the network ties the
package to a definite time-slot on a
definite night it controls the schedule,
retains whatever '"mood" it wants, and
helps the -hows preceding and follow-
ing the net's ow n package.
ill Owning a number of packages
gives the network the opportunity to
hire, or retain, better manpower. This
i- true whether that manpower is on
the commercial side, the technical, or
the .uti-tic. For instance. \BC just
recenth hired four writers to work on
58
SPONSOR
its own packages. Those writers will
be Oil hand for whatever other duties
the network might want to allot.
(4) There is one additional advan-
tage. The network, by tying up its
own packages, ties up stars and fea-
tured players who are available for
big public functions as emcees, guest
stars, etc. The networks know they
need the publics good-will. More net-
work-owned, network-originated, or
network - controlled packages — mean
more, and better, public good-will.
A check among advertising agencv
executives shows that most agencies ap-
preciate the new situation. Several
agency heads were willing to discuss
the subject. None, however, was will-
ing to be quoted by name. The ad
men told SPONSOR they like many
things about network package pro-
graming. But they are not willing to
put themselves in the position where,
tomorrow, their client may say to
them: "Why should I buy your show,
when you yourself said that the net-
work packages are a better buy?"
One agency man handling radio and
television pointed out that he not only
likes network packages but helps the
networks build them. Referring to a
Bait Map Copyright
Noblr & Swart, Inc.
21 rivh 1 'ontral \t-§r York
i ounlivs • 20.1*000 It Mil
Station Audionw Families
ACUSE
AM-FM-TV
NBC Affiliate in Central New York
HEADLEY REED, National Representatives
show that went on television recently
(verj successfully ) he said he had
prescribed ever\ major ingredient that
went into the program. Having done
so, the ad-man was willing to let the
network own the program. "But." he
said. "I got first crack at it. of course.
and I knew what I was getting, includ-
ing just how much it would cost me."
What th i> man said was echoed bv
others sponsor interviewed. Agency
executives are not throwing away their
privilege of building shows — but they
are quite happv to let the networks do
the job, as long as they get good, tried,
tested shows for their clients.
Agency men pointed to good buys
on every one of the networks. CBS no
longer has the monopoly in the field
Mutual's Frank White and Bill Fine-
shriber — having been in on the formu
lation of "Paley's Law" - have made
good use of the principles themselves.
Kintner's interest in program building
is well known. Trammell goes to town
without old inhibitions — as the new
spirit blowing through NBC reveals
new spending, new courage, and new
imagination. The program-makers and
the super-salesmen have something to
sell.
They have not only programs ac-
tuallv on platters taken from previous
airings or from auditions, but many
more on the script editors', program
directors" and salesmen's desks. Each
of the four major nets has an average
of fifty such tailor-made jobs — and the
know-how to build many more. Of this
total, at NBC alone the buyer will find
at least 27 programs on records — in-
cluding 12 from the 1949 summer-
hiatus crop, and 15 of the 32 sched-
uled for the summer of 1950. CBS
has an immediate availability of 41.
every one of them recorded. But both
these organizations — as well as Mutual
and ABC where no accurate count was
immediately at hand — have any num-
ber of other good, saleable items on
their shelves. All the sponsor — or his
agency — need do is to ask that the
"goods" be shown.
The immediate advantages will be
the sponsor's — because he can, and
will be able, increasingly, to buy im-
portant network shows on which "the
other fellow'" made the heavy initial
investment and provided the buildup.
But the networks stand to gain, and
they know it. Some have gained in .
the past year or two. In 1950. they'll
spend more — but will sell more too.
• • *
Keep Your
OMAHA-DES MOINES
Sales On An
"EVEN KEEL"
with
KMA
Shenandoah, Iowa
Our BMB Area is 184 Counties in
Iowa, Nebraska, Kansas, and Mis-
souri. The dominant trade centers
for this area are Omaha and Des
Moines.
HOWEVER ....
73.2% of this population live on
farms or in small towns (under
10,000 population). Conlan and
mail pull prove KMA is the domi-
nant station in this rural and small
town area. Withoul KMA you lose
impact, miss the prosperous farm
and small town families.
AND
we mean prosperoux! Iowa-Nebras-
ka Agricultural Income Increase,
1418 over l'MT. wax the highest in
the nation. The 1949 estimate indi-
cates another increase due to larg-
er marketings, veterans' bonus.
Get All the Facts From
Avery-Knodel, Inc.
National Representatives
KMA
Shenandoah, Iowa
16 JANUARY 1950
59
THE WAY BACK
{Continued from page 25)
the case, when a watch is brought in
for repair, so that the hand or bracelet
looks tawdry in comparison.
There are many other such merchan-
dising gimmicks — every trade has its
own. There's nothing new about the
technique of creating public conscious-
ness of one item or another. It's been
done with heels, with suspenders, with
belts. But it had never been tried with
watchbands until Speidel's experiment
—which Bretton-Ritter shrewdly emu-
lated, with many added wrinkles and
refinements.
It's interesting to note the points of
similarity — and of dissimilarity — in
the approach to radio of Bruner-Ritter
and of Spcidel. Both chose the same
network — ABC; the same night — Sun-
da \ ; and the same general type of
show— audience participation-give-
away. Spcidel has a quarter-hour par-
ticipation in Stop the Music. Bruner-
Ritter. however, lias a half-hour show
of its own — Chance of a Lifetime.
Once the latter firm decided on ra-
dio, little time was lost in implement-
ing the decision. After scanning net-
work availability. Bruner-Ritter bought
the 9.30-10 time slot on ABC Sunday
night — a solid choice, since it follows
\\ alter \\ inchell and Louella Parsons.
\t the same time, Bruner-Ritter bought
the rights to an ABC package show
called Go for the House. This was a
giveaway m.c.'d by John Reed King.
The show had been on as a sustainer
for about a year, but had not made
much of a stir and acquired only a
mediocre rating.
At this point Bruner-Ritter changed
agencies — the account was given to the
Raymond Spector Co. The agency's
president is an old hand at radio, and
this fact undoubtedly had much to do
with the appointment. Saul Ritter,
Marvin Bruner, and Ray Spector did a
demolition job on the rickety "House"
package and in its place built Chance
of a Lifetime.
Said show, its creators feel, has more
point, and because of that more selling
power, than the average giveaway pro-
gram. They have no fault to find with
shows that shower contestants with
mink bathmats or gold-plated lawn-
mowers. But Bruner-Ritter feels that
its show is getting somewhat closer to
realit\ and everyday life with the
WAIT holds the fort in
Garrison ( iowa)
. . . with exclusive CBS program
ming in Eastern Iowa . . . with
extra ammunition in the form of
complete news coverage via AP,
UP, INS, and local correspondents
throughout the state . . . with long
range signal strength on Iowa's
best frequency, GOO kc.
There are no tremendous cities
in WMT-land — just hundreds of
small ones like Garrison with a
combined population (within our
2.. r > niv line) greater than any other
station's in Iowa. It's an audience
worth laying siege to. Ask the
Katz man to shoot over the details.
XWN*.NVi\.VJ.
WMT
CEDAR RAPIDS
5000 Watts 600 K.C. Day & Night
BASIC COLUMBIA NETWORK
M>w our, gr^vi YeAK,!
Chance of a Lifetime jackpot prize — a
handsomely furnished house "built for
you in any community of your choice,"
and surrounded by its own lot. This
and other weekly prizes are donated by
the manufacturers, of course.
Before the show was launched in
September, Bruner-Ritter began a vig-
orous promotional supporting cam-
paign aimed at the 300 wholesale Jew-
elry dealers who supply some 26,000
retail jewelry stores which carry the
Bretton line. The first volley in this
merchandising broadside was a color-
ful brochure describing Chance of a
Lifetime and summing up thus its value
to the dealer: "You know, and na-
tional surveys prove, that more people
buy watchbands than any other single
item in jewelry stores! Obviously, any
plan that increases watch band traffic
2 to 3 times, doubles and triples oppor-
tunities to sell highpriced, high-profit
watches, rings, silverware, etc. NOW—
at last — here's a unique plan, a dv-
namic plan, that will do just that!
It's sparked by . . . the most spec-
tacular radio program in jewelry his-
tory!"
This optimistic trumpet blast was
not mere wind, as it turned out. The
year 1948 was a good one for Bruner-
Ritter. profit-wise. But the first six
months of 1949 were grim — sales for
the first six months were 2.V i below
the year before. Chance of a Lifetime
went on the air in September, and
Bruner Ritter finished 1949 "substan-
tial ahead" of 1948 — making up that
big deficit and then some. Bruner and
Hitter believe they were the only jewel-
ers in the U. S. who improved their
1949 business over the year before —
and credit this almost solely to their
radio campaign.
"Six months ago." said Bruner. "no-
body, but nobody, asked for a Bretton
watchband b\ name." Today, he de-
clared. (i()' , id all watchbands are sold
by name; of that total, seven of each
ten sold are Spcidel and three are Bret-
ton. The ratio is a ver\ healthy one.
Bruner feels, when one considers that
Breton started from scratch in brand-
name selling.
Bruner-Ritter's merchandising sup-
port ol their radio infant was not lim-
ited to rosy-colored brochures. The
coinpam was galvanized from top to
bottom into a lather of activity, out
ill which came new product and pack-
age design, the issuance of guarantee
bonds, greatl) widened use of display
material, and extensive publicity.
GO
SPONSOR
Bruncr and Hitter are convinced that
their success in radio, striking and
gratifying!) prompt though it has been,
is still on the upgrade. They feel that.
al present sales rates, the watchband
market will be doubled two years from
now. The company is planning to ex-
pand its radio investment accordingly.
Already the greater part of the firm's
$1,000,000 annual advertising budget
is invested in radio, with only a resid-
ual $200,000 going toward trade pub-
lication advertising.
Near the top of their agenda are
plans for "simulcasting" their radio
show — Chance of a Lifetime was de-
signed originally with an eye to even-
tual duplication on television. Earlv
next month Bruner-Ritter will inaugu-
rate a new radio show in Canada. (A
Canadian ban on giveaway precludes
piping the ABC show across the bor-
der, and so some format changes are
anticipated.)
Bruner-Ritter s regard for its hottest
competitor. Speidel. is undiminished.
Relations between the rival firms are
so amicable that salesmen for each
refer to the other company in their
respective sales presentations by name
and with nothing but kind words — an
uncommon thing in the hard-bitten
jewelry business. Anytime a competitor
can push it into a venture as profitable
as radio, all that Bruner-Ritter will
need is a nudge. • * •
MR. SPONSOR ASKS
I Continued from page 43)
two groups represented only 18% of
our stations, they accounted for over
~>.V,' of the revenues of all broadcast-
ing stations in the country.
Television development will continue
to occur more frequently and to ex-
pand most rapidly in our largest mar-
kets; from there it will spread to other
major markets and the resulting struc-
ture will stabilize an increase in ad-
vertising effectiveness substantial I >«'-
fore any widespread growth occurs in
our smaller market areas. This v\ill not
detract one iota from the value of tele-
vision as an advertising medium, for
the opportunities to be seized in our
major markets are sufficiently large
and the probability of rate is sufficient-
ly great to challenge private enterprise
to television development.
If the above reasoning is correct, the
likelihood of networks, stations and ad-
vertisers being faced with Dr. I' aught s
hypothetical annual si. 7 billion dollar
dilemma in the predictable future is
practicallv non-existent. Much more
likelv is the development of facilities
roughlv paralleling revenue potentiali-
ties, although the entreprenuel risks of
networks and of station owners in TV
undoubtedly will be considerably high
er than thev were in the fine, free-rid-
ing days of early radio.
A word about Dr. Faughl's "box of-
fice thesis. As I remember the vari
ous unsuccessful attempts at wired ra-
dio in this country, now extending tvw,
decades, I am convinced that such tele-
vision service would be out of context
with American habits and ways of
thinking. I doubt, therefore, whether
it ever could be made a "'salable emu
moditv ."
Hkkmw S. Hkttincer
Associate Director
of Research
McCann-Erickson, A . ) .
NRB'S "RADIO CAMPAIGNS
AND SALES KIT" is a
COMPLETE SERVICE
for all STATION OPERATORS
[shpeming, Michigan
November 5, L949.
NATIONAL RESEARCH BUREAU, INC.
MM', Building
Chicago 10, Illinois.
i tentlemen :
During the past, we have tried many continuity services
and after experimenting, we found that NRB is the most
complete one of them all. We, here at WJPD, especially
enjoy the wide range that it covers. NRB offers every-
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Congratulation- on your fine service!
Very sincerely.
Lois Holmgren
Women's Program Director
One more reason for using NRB's
"Radio Campaigns and Sales Kit"
Complete Coverage of Sales Programming & Continuity.
Write today for further particulars on NRB's "Radio Cam-
paigns and Sales Kit" now - being used by more radio stations
than all other services combined. The coupon mailed today
will bring you a sample copy of this money making COM-
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TO: The NATIONAL RESEARCH BUREAU, INC.,
NRB Building, Chicago 10, Illinois
Please send us a free sample and further particulars oi
your NRB "Radio Campaigns & Sales Kit."
My Name Title
Station City & State
16 JANUARY 1950
61
200,000,000 hours
You can't laugh off 200,000,000
hours.
A. C. Nielsen estimates that Ameri-
cans spend 198.000.000 hours daily
listening to home radios.
Add a conservative 2.D( H I.IH HI hours
for daily out-of-home listening and you
hit the 200.000.000 mark.
That gives you a fresh approach to
the importance of radio on the na-
tional scene. T. J. Flanagan, livewire
managing director of the National As-
sociation of Radio Station Represen-
tatives, suggests that the radio indus-
tr\ cash in on its popularitv bv usini:
the 200.000.000 in some phrase that
will register with advertisers.
V\ e re game.
But who s got the right phrase?
Suggestions are welcome and we'll
publicize the best.
If some genius can figure out a wax
to write 200,000,000 on an abbreviated
basis we'd relish that. too.
Lightning That Talks
\\ hen the All-Radio Presentation
Film. Lightning That Talks, is pre-
miered before 1.000 or more leader?-
of the nation in New York the first of
March, a new era will begin for radio
advertising.
For the first time hundreds of big
business executives will be introduced
to the commercial importance of a
great advertising medium. And with a
positiveness and logic that will serve as
bedrock for individual presentations to
come.
The radio advertising industrv has
shortchanged national advertisers In
its lack of suitable presentation materi-
al for top executives. Long ago the
polk \ of rarel\ approaching the ad-
vertiser himself was established: a
policy partially developed by scarcity
of proper presentation data, a policy
at variance with the practices of other
important advertising media.
Lightning That Talks is the common-
sense rectification.
W e say this with the knowledge that
Lightning That Talks is a unique film.
W e know enough about it to say that
its impact will surprise even its most
rabid enthusiasts.
W e urge the men who look to ad-
vertising to make their businesses
more productive to see Lightning That
Talks, either at the Waldorf-Astoria
showing or at others to be held in
even section of the I nited States.
Railroads, air lines, and air time
sponsor has now completed its re-
port on the use of broadcast advertis-
ing by the railroads and the air lines.
Aside from sporadic announce-
ment campaigns, the brunt of rail-
load radio advertising is borne b%
the American Association of Railroads'
"Railroad Hour" over NBC. Last sea-
son the program was 45 minutes week-
ly over ABC. This season it is reduced
to 30 minutes. About 15' , of the
railroad-' small S25.(HHUHMI advertis-
ing appropriation goes to radio and
television.
Vside from a newscast over W CON
and a telecast over W SB-T\ . both
Atlanta, sponsor's study failed to
reveal anything beyond announce-
ments carried by any of the airline-.
TWA put 25', of its total budget
into radio announcements last vear
and plans to continue. On the other
hand. American \irlines. largest of
domestic carriers, uses practically no
radio. And second-place L nited Air
Lines, whose radio use is light and
spotty, finds it possible to get free
time via its regular commentator-
type release to radio stations. "Avia-
tion in the News."
The newspapers da\ after dav carrv
an impressive bulk of airline advertise-
ments. Transoceanic lines, such as the
mammoth Pan American and K.LM
i Dutch Air Lines), report little air ad-
vertising if any.
Each field of industrv is influenced
by precedent. The strong suspicion ex-
ists that radio has not sold itself either
to the railroads or air lines. The prece-
dent has never been established.
The railroads and airlines i and the
buslines as well i are watching televi-
sion carefullv. As one air lines official
put it. "We're intrigued with the pos-
sibilities of showing what places look
like." We'll be surprised if 1950
d" -n't develop into a big year for tele-
vision travel advertising.
Applause
Open season on Transit Radio
The radio industry is indebted to
Radio Station \\ \\ DC and Transit
Radio of Washington, which succi —
fullv defended its bus and street i ai
franchise before the Di-tri< t of Colum-
bia Public I tilitie- Commission.
\\ ith a precedent established, the
danger to Transit Radio in other .t
is appreciabl) lessened.
For some time it has been apparent
that printed media don't welcome the
encroachment of more broadcast com-
petition, and arc out to fight it. Both
in Washington and New x oik (where
the Grand Central Terminal just an-
nounced it- decision to '.unci its re-
centlv inaugurated hmad< a-t- i black-
and-white interests spearheaded the at-
ta< ks.
On December 21 the New York Her-
ald Tribune editorialized: "There is.
we think, something to be said for the
W ashington protestant who foresaw the
rein of rolling juke boxes. In a sum-
mer of open bus window-, and street
corner stops, the bus radio can be ex-
pected to invade sidewalks and home-,
in town <>r countrv .
We think that the Herald Tribune
meant "rain" instead of "rein." But
cither way, it- reasoning is all wet.
Most of the protests have been so
obviouslj "planted" that it isn't diffi-
< ult to detect the inconsistencies. \-
a result of the W ashington action other
Transit Radio group- will be in a bet-
ter po-ition to defend themselves.
62
SPONSOR
'earned un,
SERVICE
EVAN
The KMBC-KFRM Team fulfills a vital daily
need in thousands of rural homes in Missouri,
Kansas and surrounding states.
The Team maintains a full-time Farm Service
department, under the direction of Phil Evans,
nationally known expert. Innumerable experi-
ments and developmental projects conducted on
the thousand-acre KMBC-KFRM Service Farms,
are passed on to rural listeners.
Evans is ably assisted by Ken Parsons, well
known agronomist. Together, these two experts,
with their up-to-the minute daily reports, keep
rural listeners informed on latest developments in
this important business of farming and agriculture.
The Team has the largest and finest
group of artists ever developed by any
Midwestern radio station. Pictured here
is Hiram Higsby, master of ceremonies
and entertainment star, heard on the na-
tionally famous Brush Creek Follies,
Dinnerbell and Western Roundup. ..just
a few of the top-notch entertainment
programs that are a daily feature of The
KMBC-KFRM Team.
BOB RILEY
Third member of this trio is Bob Riley, full-time
marketcaster, who spends his entire working day
at the Stockyards. He presents the market news
several times each day direct from the Kansas City
Livestock Exchange.
Other program features are presented by The
Team specifically for the farm andience. As a
result, The KMBC-KFRM Team is a welcome
guest in the homes of those who live in the great
Kansas City Trade territory.
The KMBC-KFRM Team Serves 3,659,828* People
* 1940 Census
7th Oldest CBS Affiliate
KMBC
OF KANSAS CITY
5000 on 980
Represented Nationally by
FREE & PETERS, INC.
Programmed from Kansas City
KFR
For Kansas Farm Coverage
5000 on 550
OWNED AND OPERATED BY MIDLAND BROADCASTING COMPANY
A SALUTE TO
I950
and Best Wishes to Everyone in Radio — for the
most prosperous New Year in Broadcasting history.
To all networks — all Radio Stations — to the
N.A. B. — to Advertising Agencies and their
Clients. Let's All Tell the World
in 1950 That Radio Is America's
Greatest Advertising Medium*
WJR
THE GOODWILL STATION >nc
Represented by:
PETRY
50,000
WATTS
G. A. RICHARDS
Chairman of the board
CBS
DETROIT
HARRY WISMER
Ass't to the President
MICHIGAN'S GREATEST ADVERTISING MEDIUM
'It's estimated there will be more than 90,000000 radio sets serving America in 1950
:H
ITIUO
MO.
A N
vzvid u3ii3J3x:
DNllSVOavOUQ TVNOI1VN
3nOVHdS S33NVHJ
CI*? 2 I Sfr-CM c'S
«c,a«flMt mm
0ef^ Lightning That Talks
jpfr&W* Sp ec j a | 8-Page Picture Section—page 105
30 JANUARY 1950
$8.00 a Year
50 cents a copy
HOW TO
HIT THE BULLSEYE
IN VIRGINIA
The marksman who wins the prize is the one who
hits dead center with every shot.
The bullseye in Virginia is the area some 75 miles
around fast-growing Richmond
And this is the area where Havens & Martin stations,
radio and television both, are fully appreciated and
faithfully tuned. These First Stations of Virginia,
pioneer outlets for NBC, are tailor-made for top
advertising results throughout Virginia's first market.
Your nearest Blair representative will tell you
about WMBG, WTVR, and WCOD, how they tie in
with your picture.
Havens & Martin Stations are the only
complete broadcasting institutions in Virginia.
WMBG
WTVR
WCOD
FIRST STATIONS OF VIRGINIA
Pioneer NBC outlets for Virginia's first market.
Represented nationally by
John Blair & Company.
TS. . .SPONSOR REPORTS. .
..SPONSOR REPORT
Birth rate breaks
record in 1949
CF still spends
most for radio
Radio increased
Pet Milk sales 131%
P & C, Bab-0
get lowest C.P.I.
from radio
Women's mags
second to radio for
food advertisers
30 January 1950
A Metropolitan Life Insurance report released this month showed that
3,700,000 children were born in 1949 — an unprecedented number in
the country's history, and the third successive year in which the
population increase exceeded 3,500,000. Children influence buying
habits; they acquire buying habits. . .both important to advertisers.
-SR-
The largest food advertiser, General Foods, spends more for radio
than any other medium. More than half of its broadcasting budget is
in daytime radio. Figures available for 1948 look like this:
All radio
Daytime radio
Newspapers
General magazines
Farm magazines
$6,774,000
4,204,000
4,313,000
4,501,000
1,280,000
-SR-
The canned milk market, exclusive of government sales, increased more
than 40% in the last decade. Pet Milk sales increased 131%. Most
of its advertising budget has been allocated to radio. According to
the most recent report (1948) Pet Milk spent §1,320,000 (time costs
exclusive of talent) for network radio. §58,000 went to newspapers.
Breakdowns of inquiry costs for magazines, newspapers and radio are
virtually in the category of military secrets for most companies.
-SR-
Some comparative costs obtained by Bab-0 and P & G illustrate as
perhaps nothing else can some of radio's advantages in action.
Bab-0 breakdown of inquiry costs on identical offers for three media:
1942 cost per inquiry in magazines :
1942 cost per inquiry in newspapers
1942 cost per inquiry in radio :
$1
.44
36
08
in
the
U
same
37
367
.097
three
media
The P&G breakdown, also on identical offers,
1933 cost per inquiry in magazines :
1933 cost per inquiry in newspapers :
1933 cost per inquiry in radio :
-SR-
Food advertisers today invest more than twice as much money in net-
work radio alone as they do in all women's magazines combined. It is
impossible to get an accurate estimate of the total figure for all
radio (including regional and national spot operations). Food adver-
tisers spent in the neighborhood of §47,000,000 for network time costs
(exclusive of talent) in 1948.
SPONSOR, Volume i. No. 8, 30 .lanuai>. 1950 Published biweekly tor SPONSOR Publlcatl i In il 3110 Elm \>.- . Baltimore 11. Mil. 1 illation onw
510 Madison \\<' New York 22, ?* a year in l\ s. $<i elsewhere, Entered as - rid clasi mattei 20 Januan 1949 el Baltimore Md [office undei \ : March 1879.
REPORTS. . .SPONSOR RE PORTS. .. SPONSOR RE
Campbell Soup
radio budget rises
Campbell Soup — leader in its field — spent 52% of its budget in
radio in 1938 and 66% in 1948.
"Big three" increase
radio budgets 154%
Tobacco industry
ups radio spending
Armstrong Rugs
use radio 100%
-SR-
The "big three" soap advertisers increased their buy of network radio
time alone from $10,859,018 in 1938 to $27,570,390 in 1948. An
increase of 154%.
One of the "big three" — the largest advertiser in America —
P & G, spent 57% of its 1948 budget for network radio time alone.
In 1936 it spent 40% of its $8,000,000 advertising budget for network
radio time.
-SR-
The cigarette and tobacco industry, from 1938 to 1948, increased its
expenditure for network radio time only from about $8,000,000 to
$21,000,000.
-SR-
Armstrong Quaker Rugs — a "visual" item — dropped magazines in
1938, and proved it could sell colorful rugs through the spoken word.
100% of its budget is in network radio. It increased from $91,901
in 1941 to $429,133 in 1948.
-SR-
Prudential boosts
radio $1,385,670
over decade
largest insurance advertiser — was a
Today they are one of America's 100
Prudential Insurance Co. -
newcomer to radio in 1939.
leading advertisers:
48% of its advertising budget in radio in 1939
81% of its advertising budget in radio in 1946
$414,330 for radio in 1939
$1,770,158 for radio in 1946
$1,800,000 for radio in 1949
-SR-
Benton & Bowles
survey charts
media rate trend
A study by Benton & Bowles shows what is happening to the cost of
the gross circulation of various media:
Changes in Media Cost Per M: 1948 vs. 1959
Medio
Radio Network Time
Women's Service Magazines
General Monthlies
Sunday Supplements
Daily Newspapers
Farm Publications
Radio announcements
General Weeklies
News Weeklies
Outdoor
Rates up
Circ.
Cost
per M
10%
24%
11%
down
21
37
11
down
16
23
6
down
43
48
4
down
37
36
1
up
20
16
4
up
37
24
9
up
83
64
12
up
138
104
17
up
46
-
-
-please
turn
to page 54—
SPONSOR
NO. 8 OF A SERIES
UNITED STATES
In Relay Racing, -
WHEC
In Rochester
WHEC is Rochester's most-listened-to station and has
been ever since Rochester has been Hooperated!
Note WHEC's leadership morning, afternoon, evening:
STATION STATION STATION
STATION
STATION
STATION
WHEC B C
D
E
F
MORNING
8:00-12:00 Noon
Monday through Fri.
43.0 15.8 10.1
4.8
20.2
4.4
AFTERNOON
12:00-6:00 P.M.
Monday through Fri.
34.4 25.6 9.2
14.4
9.2
3.5
Station
EVENING
37.5 25.5 6.7
9.1
11.8
Broadcast!
till Sunset
6:00-10:30 P.M.
Sunday through Sat.
OCTOBER-NOVEMBER
Latett before c'oiin
HOOPER,
1949
Only
BUY WHERE THEY'RE LISTENING: -
N. Y.
5,000 WATTS
Representatives: EVERETT-McKINNEY, Inc., Now York, Chicago, HOMER GRIFFITH CO., Los Angeles, San Francisco
30 JANUARY 1950
RECEIVED
FEB 2 1S50
Vol, 4 no. 3 NBC G 30 January 1950
FEATURES
Sponsor Reports
510 Madison Ave.
Behind the Cutnera
\ew and Renew
Wr. .Sponsor:
Victor >I. Rutner
i*.S.
Editorial
Wr. Sponsor Asks
Sponsor Speaks
Applause
I
ti
it
15
20
24
35
56
I2H
128
Editor & President: Norrnan R. Glenn
Secretary-Treasurer: Elaine Couper Glenn
Managing Editor: Miles David
Senior Editors: Franl M. Bannister, Ellen Davi*.
Irving Marder
Assistant Editors: Joe Gould, Fred Birnbaurn
Art Director: Howard Wechsler
Vice-President - advertising: Norman Kniqht
Advertising Director: Lester J. Blumenthal
Advertising Department: Jerry Glynn, Jr.
(Chicago Manager), Edwin D. Coope'
Coast Manager), M. L. LeBlanq
Beatrice Turner, William Ethe, Edna Yergin
Vice-President & Bjsiness Manager: Bernard
Piatt
Circulation Department: Ann Ostrow, Emilv
Cutillo. Victoria Woods
Secretary to Publisher: Augusta Shearman
Office Manager: Olive Sherban
Publl hed blwt'ckl) l>\ SPONSOR PUBLICATIONS.
INC. Executive, Ivilimui. mi. I Advertising Offlo 10
Vork 22, N V Telephone: Murraj
Hill H 2772 Chicago Office 380 N Michigan Avenue
Telephone n Printing Office: 3110 Klin
Av< . lUlllmore 1 1 Md Bub i rlptlon i nlted
J* > year Cli
Printed In U. H. A. Add to S10
Sew V.ik 22 N V Copyrlghl 1950
SPONSOR PUBLICATIONS. INC
ARTICLES
Radio breaks its silenee
This month LIGHTNING THAT TALKS makes its debut throughout the country 37
Faets that talk
Items culled from the volumes of research that went into production of the
All-Radio film presentation 4©
Premieres don't votne often
How subscribers can arrange a successful and effective local showing
They had to use radio
A carload of over-ripe peaches is a rotten liability. Here's how Me Too trans-
formed it into an appetizing asset
Davison's couldn't sell diamonds
When Davison's tried radio, selling diamonds was no longer a problem. Results
came within a one-month test period.
IN FUTURE ISSUES
Radio helps "small business"
What part radio played in the Taylor-Reed Corporation's 1949 $2,000,000
gross. The story of a "ten-year wonder"
42
44
Hi
The oig drive
From fourth place to first ... a San Francisco milk firm leads its competitors MSt
after using radio for one year
Radio opens doors
Radio has made the Prudential agent a welcome visitor in the American home •*•
it-pane picture section
Photographs of the people who produced the All-Radio film, of the sets, and io~
of some of the actors
I eb. 13
After midnight audience
A SPONSOR analysis of the commercial possibilities of reaching the midnight-
owl millions. Facts and figures on vast potential market f"<*0. f •»
\eticork or Spot?
An analysis of the comparative virtues of the selling power for specific prod-
ucts of spot and network radio weO. I •>
I he waiting farm markt't
Farm income and demand for electrical appliances hit an all-time high, but
radio is generally missing the boat
why buy 2 or more...
do one big job on "Radio Baltimore"
♦ WBAL covers the rich Baltimore area, Maryland,
and sizable chunks of Virginia, Delaware and
Pennsylvania — an area with over 4,225,000
people who spend more than $3,290,000,000
annually in retail sales.
Represented nationally by Edward Petry Co., Inc.
WBAL
50,000 Watts
NBC Affiliate
KITITV
A picture from Helsinki or
Halifax reaches KMTV within
the hour it hreaks, via Acme
Telephoto's National and In-
ternational system.
ONLY TWO TELEVISION
STATIONS IN THE UNITED
STATES HAVE COMPLETE
ACME TELEPHOTO SERV-
ICE. Therefore, the KMTV
News is FIRST (ahead of all
media in Omaha).
Make your advertising "First"
in Omaha! Use the KMTV
News !
KITITV
TELEVISION CENTER
Omaha 2, Nebraska
• • •
Represented By
Avery Knodcl, Inc.
510 Madison
THE ALL-RADIO FILM
LIGHTNING THAT TALKS is go-
ing to tell a story that has needed tell-
ing for many years. It will present in
compact fashion radio's part in mov-
ing merchandise and thus contributing
to a bigger, better America. The larg-
er the number of people that sees
LIGHTNING THAT TALKS, the wid-
er will be the understanding of this
medium's force in our way of living.
The film has been produced under di-
rection of a corporation staffed bv
broadcasters, by men who understand
the subject because they are part of it.
The product of their efforts will attest
to their devotion to the duty of pro-
ducing LIGHTNING THAT TALKS. I
hope every business man in the coun-
try will see this, and I urge broad-
casters to work diligently in bringing
it to their attention.
Justin Miller
President
NAB
Washington, D. C.
No day passes without innumerable
instances of radio's unique power to
command attention and to stimulate
action. Many are reported in the press,
many remain unreported; but each of
these occurrences has a lasting influ-
ence on those who experience it.
LIGHTNING THAT TALKS, the
All-Radio promotion film, is especialh
significant for its manner of demon-
strating that the medium's power lies in
its penetration and persuasiveness. No-
where in the film is there a shot of a
studio or a microphone. It is a study
of where radio goes rather than where
radio originates. Its method is docu-
mentary and its mood is entertaining.
It defines all of the major relations
and processes by which a radio pro-
gram is caused to serve the mutual in-
terests of the listener, the advertiser,
and the broadcaster. Appropriately,
.iikI iiic\ ilabh . tin' film draws its illns-
trations from real life, introducing
sponsor, broadcaster, sales executive,
listener-consumer, arid distributor of
the sponsor's product.
LIGHTNING THAT TALKS is a
film that sa\ s:
"This i- how radio helps people, and
this is how e\ri\bod\. the listener, the
broadcaster and the advertiser, uses
for profitable
set ling -
I NVE STIG ATE
WGAL
WGAL-TV
\ LANCASTER i
L PENNA.
WKBO
k HARRISBURG
PENNA.
WORK
YORK
PENNA.
WRAW
. READING •
PENNA.
WEST
k EASTON /
PENNA.
WDEL
WDEL-TV
■ WILMINGTON '
\ DEL.
Clair /.'. McCollough, '• Manager
ft epr e sen led by
§111 ROBERT MEEKER
ASSOCIATES
Los Angeles New York
Son Ffoncisco Chicoqo
STEINMAN STATIONS
SPONSOR
radio to help themselves and each
other."
Because it does all of this, and does
it so well, I believe this unprecedented
All-Radio film can look forward to a
fruitful career of showing how to make
more effective use of that indispensa-
ble force — radio.
Frank Stanton
President
Columbia Broadcasting System
We are glad to learn that you are de-
voting an entire issue to the organized
promotional drive for radio broadcast-
ing as an advertising medium.
The radio drive should prove impor-
tant and helpful in the current need for
increased advertising effort.
Advertising has the major responsi-
bility in finding the customers for
America's vast output of goods and
services . Business will come to see this
increasinglv. we think, as each medium
tells the story of advertising in its ap-
propriate way.
It is good that radio is now solidly
behind such an effort. We are glad to
know you are helping to give it vigor-
ous promotion to put the story across.
Frederic R. Gamble
President
AAAA
New York City
Radio has progressed so rapidly dur-
ing the comparatively brief span of its
existence that it has had no opportu-
nity, no time to sit back and appraise
its overall position in the economic
scheme of things.
The All-Radio Presentation will cor-
rect this situation, for it portrays in
dramatic manner how radio affects the
daily lives of all the people in our
country — how it influences their think-
ing, and how it shapes buying habits.
I also believe that a very important
aspect of this undertaking is the fad
that it represents a joint effort of the
whole radio industry — networks, net-
work affiliates, independent stations
and station representatives — all work-
ing together for the good of their in-
dustry. Those who participated for all
these elements are to be congratulated
on their accomplishment.
ABC for its part gladly underwrote
its share of the cost and was happy to
contribute the services of our people
{Please turn to page 10)
is for irotnvn. •
Bless 'em! They do 87 r c of the buying, 'tis said.
That's where we take our cue for morning and after-
noon programming. High rated NBC soap operas,
quiz, and local "personalized" programs. They love it!
"5K °
o
fm
l
is for men .
The breadwinners for 499,379 Mid-South families
who stay tuned to VVMC — Give 'em their pipe and
slippers, set the radio dial at 790 for news, NBC
Network shows, and local sports. We keep 'cm happy!
is for children • • •
They get up in the morning and go to bed at night
humming your singing jingle. They help you "drive
it home." Put it on the station the family prefers. In
the $2,400,000,000 Memphis market, that's WMC!
WMC
I
NBC* 5000 Watts»790
50 KW Simultaneously Duplicating AM Schedule
First TV Station in Memphis and the Mid-South
National Representatives • The Branham Company
Owned and Operated by The Commercial Appeal
30 JANUARY 1950
Behind
the Camera
Ben Cradus. producer of LIGHT-
NING THAT TALKS, was looking
around to cast a pair of hands that
would ha\e the pudginess of Ben
Franklin's. After long investigation,
he used his own.
One of Gradus's hobbies is graphol-
ogy. He found it easy therefore to
forge Franklins signature. The writing
of the signature had to he done with
white India ink on black cardboard —
but the quill scratched. Therefore,
hidden inside the quill was a pen point.
In writing the film. Gradus went to
Philadelphia and tried to find a replica
ol Franklin's ke\ and kite. After much
investigation in the Franklin Institute
and the Boor Richard Club. etc.. he
found that "There is no proof that
Benjamin Franklin ever did a light-
ning experiment."
Going back to the original letters of
Franklin, he found thai he had written:
"...an experiment has been performed
in Philadelphia w hereb) . . ."
It would seem thai there were I or 5
cronies oi Franklin's who worked on
these electrical experiments and usu-
all) he wrote the initials of the men
who had done the experiments in his
a< i ounts of the expei iments. h was
impossible to find the actual orig inal
account of the kiic experiment.
Il <ml\ remains that Franklin u i <>lr
to his friend, Collinson, in England
who «;i- In- pre-- agenl 90 to speak.
Collinson just took it for granted that
Franklin had done the experiment and
publicized it that wa\ .
This made all the more interesting
Gradus" visit to Franklin's grave where
engraved in bronze is: "He wrested
From the Skies the Lightning, and
From the Tyrant, the Sceptre."
Furlher investigation only showed
that even Carl Van Doren. Franklins
biographer, could only at best say:
"... If anybody did it. it probably was
Franklin. . . ."
And the only other man who tried
it — a Russian — was killed by the elec-
tric charge.
Joe Brun. cameraman, was complete-
ly bewildered in Columbus. Georgia.
Though he was born and raised in
France, he is now a citizen of the U.S.
and speaks English well. But. in most
cases, he needed an interpreter of the
southern drawl. Columbus. Ga.. is al-
most as deep South as one can get.
At one point, he turned towards the
director and whispered into his ear:
"There is something wrong with the
dialogue — it isn't good English to say:
"Tell you what lets do ..." Gradus
assured him that this was an accepted
< olloquialism.
There was some slight trouble with
a romantic scene of the boy proposing
to the girl. The scene ends in a roman-
tic kiss and. naturally, the director was
not satisfied with the way it was done.
Though he weighs 200 pounds himself.
Gradus took another look at the 6' 3"
bulk of a boy and decided that the
directing had to be done without the
help of demonstration.
Between the time that the script was
written and the crew came down to
shoot the documentary scenes, nature
had taken its toll: One important actor
was spraying his throat because of a
bronchial condition all through the
da) - shooting; one woman was just
getting over a nervous breakdown and
through the setting up of the scene in-
dulged in a few nips of "medicine for
her COUgh. By the time the shooting
( onmicnced. she was barely able to say
her lines. However. Gradus used a
glass) stare for a \ei\ successful comic
1 ffeel although be bad to lake her by
the shoulders epiite often and shake her
violently to gel her to listen to whal be
was saying. I hej parted good Friends.
One man who showed up for a scene
one « I ;i x did not show up for his fol-
lowing scene the next: his brother-in-
law died. The script had to be rewrit-
ten in a hurry.
Another man had one line to say and
they worked on that one line from 4:00
p.m. to 3:00 a.m.
Another man refused to cooperate —
even though he was a key figure in a
particular scene. Everyone — the sta-
tion manager, store representatives,
etc., ganged up on him to get him to
help, but he still refused. Perhaps the
personal approach would work, Gradus
thought, and made a private appoint-
ment with the man. It evolved that,
when excited, the man stuttered and
was afraid that he would do so in front
of the camera. The script was rewrit-
ten so that he had only a few short
sentences to say.
When the sound track came back
from Ga., Walter Sachs, the production
man on the film came running into
Gradus's office: "What happened? ...
You must have been running the re-
corder at a slow T speed. . . ." There
had been no error. This was the re-
cording of the department store man-
ager who speaks in a very slow south-
ern drawl and has a deep bass voice —
sounding as though a record is turning
very slowry.
In the sequence of "Listening Around
the Clock." the script calls for a man
listening to a radio while relaxing in
I he park. Afraid that he could not get
the scene in New \ ork — where w inter
was closing in. Gradus shot this in San
Francisco's Union Square. To give the
scene movement and interest, he had a
year and one-half old boy wade
through a big flock of pidgeons — sup-
posedly to his father. Gradus used his
own son for this scene — but needed a
man to act as the father. As is usual, a
crowd had gathered round to watch.
Seeing likeh man. Gradus asked il
he would pla\ I he part. The man was
willing and the scene was successfully
shot — using five pounds of bird seed
to gather up the pidgeons and a box of
chocolates to get his son to walk in the
correct direction. When signing the
release — the paper which gives author-
its to the film maker to use his like-
ness the man said: "Maybe you've
heard of me. \I\ name is 'Shipwreck'
Kell\." Kell\. once the husband of the
socialite- Brenda Fra/.ier. was com-
pelled to lake- his one dollar bill to
make the signing legal.
* * •
3
SPONSOR
I
I
■
■
■
* 'iy
WORCESTER
A Test Market.
Tested and Opportune
Worcester and Central New England offer an
effective test market, completely covered by
both WTAG and WTAG-FM.
Each one influences Test Market selections!
h
'• 3rd largest New England City
17th ranking industrial area in the
nation
• Over 1 00,000 different products
• Value of products $330,935,000
annuaUy
• 67th county in nation in farm
income $19,761,900
26th county in population in the
nation — 552,900°
35th county in total income —
E.B.I. $661,409,000*
Average industrial wage (1st 11
months 1948) Worcester $57.10
(nation $52.83)
Average food sales per Worcester
family annually — $1,220
(52.2% above nation)
82 new industries in Worcester
since V-J Day
■
Construction activity 1948 (10
months) 41% over 1947
• Bank debits 1948 (9 months)
12.7% over '47 (N.E. 7.9%)
* 147,800 families in a compact
trading area with 54 cities and
towns
* Served by three major railroads
and over 50 major trucking
companies
TAG
WORCESTER
580 KC 5000 Watts
PAUL H. RAYMER CO. Notional Sales Representatives.
Affiliated with the Worcester Telegram - Gazette
\SIC
• 1500 retail grocery outlets
205 retail drug outlets
• Not dominated by chain stores
vey of Buying Power; further repro-
duction not licensed.
Again and again, for the fourth consecutive
time . . . every year since joining the ABC
network . . . VVCAE has been selected by ad-
vertising directors and account executives as
one of three ABC stations in cities of over
half a million population for outstanding
audience promotion. This promotion and
VVCAE's merchandising services will help
sell your products or services. For details,
consult the Katz Agency . . . then you'll agree
that
IN PITTSBURGH
/s "tfe stat/ott ~6/rd~t SFllSf
NATIONAL REPRESENTATIVES— THE KATZ AGENCY
510 Madison
who worked on various committees.
Robert E. Kintner
President
American Broadcasting Company
Because I assisted in the preparation
and presentation of the Retail Promo-
tion Plan. AIR FORCE AND THE RE-
TAILER. I feel that I can comment
somewhat objectively on the All-Radio
Presentation, LIGHTNING THAT
TALKS. In my humble estimation, the
All-Radio Presentation is the most
complete and convincing sales story of
broadcasting and broadcast advertising
that has ever been compiled and re-
leased .
Perhaps this would be a good place
to include a word of warning. LIGHT-
NING THAT TALKS is entertaining,
but the entertainment is purely inciden-
tal to the hard-hitting and straight-for-
ward sales story this 45-minute talk-
ing motion picture tells. Don't go to
vour showing expecting to be enter-
tained by the great names of network
and the popular personalities of local
radio. They are there, of course, in
sound only, but the sales story of ra-
dio is there in sight and sound.
As Chairman of the Committee on
distribution, I want to voice special
thanks to C. E. Arney Jr., NAB Secre-
tary-Treasurer, who largely planned
the distribution of the Retail Promo-
tion plan and whose notes and files
were made completely available to me
in planning the distribution of the All-
Radio Presentation. Special thanks
are also due Gordon Gray of WIP, the
patient and painstaking Chairman, and
Victor Ratner of Macy's (then of
CBS) a brilliant and inexhaustible cre-
ator of LIGHTNING THAT TALKS
for their comments, criticisms and sug-
gestions in connection with the distri-
bution plan.
Actually. I feel very privileged to
serve as a member on the All-Radio
Presentation Committee Inc. The in-
dividual members, with the exception
of the author, represented every phase
of broadcasting. They represented in-
dividual attainments that were prob-
ably unmatched in any other industry-
wide committee. The give and take of
their discussions and their quick un-
derstanding of others' points of view
{Please turn to page 28)
10
SPONSOR
30 JANUARY 1950
11
•BIG-
*****
SHOW!
"'■^m
pftoGR^ s
CON***"*
ON Wi«
progrM* 1 -
'"W**.!
BEM
Radio's Most
Entertaining
Quarter-Hour
Show . . . AT A
SURPRISINGLY
LOW PRICE!
TM 10R» 10JWJ,
MENT STORt-
DRUG 'AINS
GROCER . MAINS
STATIONS
(for participate
.AND MANY MORE!
IRST TO GET THE STORY OF
f, SMASH-HIT^-HOUR SHOW!
IT'S THE SENSATIONALLY SUCCESS-
FUL ANSWER TO YOUR DEMAND
FOR A HARDER-SELLING PROGRAM!
Here's today's most refreshing, most informal,
lost informative show! Here's today's new
istening habit — "Meet The Menjous." It's
'aying off for sponsors with bigger audiences,
aster sales, greater profits at lower cost! That
he public prefers the new and exciting "Meet
."he Menjous" technique is evidenced by the
nstant and sensational success of this power-
>acked program wherever it is running!
"here's magic in the MENJOU name — sales
lagic that enables your sponsors to capitahze
>n their tame. The readily-recognized Menjou
ices -publicized by powerful promotion on
undreds of great Hollywood movies —lend
hemselves perfectly to hard-selling, localized
ampaigns that are hitting the jackpot for
esult-minded sponsors!
"MENJOU" NAME IS OPEN SESAME TO
BIGGER AUDIENCES AT LOWER COST!
The combination of the increasingly popular
"Meet The Menjous" programming technique,
plus the terrific nation-wide acceptance for the
big. box-office "Menjou" name accounts for
the instant success of this sensational program!
Listeners are impressed with the glamour and
magic of Adolphe Menjou and Verree Teasdale
Menjou — regard them as America's most
happily married Hollywood couple— con-
sistently tunc in to them because they repre-
sent coda) 's most v ital and charming sounding
board of American folk, fact, and fane)
ey talk about movie greats
and music — fashions and food
— teen-agers and travel — prob-
lem parents and pels — a host
of headline topics!
j
r s 'Oni-
N-
Ht RALD
f R\BUNE
Converse
tion
has
giv
en
a s
hot
o* u
\e*P'
been
>cted
idrena
\in\
THE FIRST 3 MINUTES
ARE 0*t the U&uAe.
ASK HER ABOUT KITE
Isn't that the real proof?
If you could +a Ik to all the housewives in
San Antonio, they'd tell you an amazing story
about KITE, the big 1000 watt independent
that's built an enthusiasm among the local
ladies that rivals the spirit of the Alamo
defenders.
It's a story that began two years ago, a
story that has made Hooper wonder "how
come", a story built on strict block-program-
ming, careful attention to copy, and a down-
to-earth human touch: no blood, no thunder,
no screams, no moans. >.
It's a story of a radio-man's radio station,
for there are more than 50 years of Texas radio
experience among the key personnel who own
and operate KITE without network options or
outside stockholders.
"the utijj&l fjcut&ute ttatiosi
rr
Represented by
INDEPENDENT
METROPOLITAN
SALES
New York • Chicago
It's a story of strong listener loyalty that
pays off at the cash register for KITE adver-
tisers.
It's a story that often offers you Hooperat-
ings as good or better than the chained
stations, and always offers you more listeners
per dollar.
It's a story you can get first-hand, right
now — and for free — by picking up your tele-
phone.
1000 WATTS
930 on ANY dial
SAN ANTONIO
14
SPONSOR
Y#»#r and r
30 January 1950
These reports appear in alternate issues
New National Spot Business
SPONSOR
Bell * Co.
Carter* Product* Inc
Chrysler Corp
Colgate-Pal molive-Peet
Emerson Drug Co
Fitch Co
Griffin Mfg. Co
Koppers Co
Lehon Co
Plllsbury Mill.
R. J. Reynolds
Ryan Candy Co
Weston Biscuit Co
Willys Overland
William Wrigley Co
PRODUCT
Bel-Ans
Liver pills
Dodge
Lustre-Crcme
Urn in.. -S, I I i , r
Fitch shampoo
Allwhite shoe polish
Fence poult
Roofing
Globe Mills dlT
Tobacco
Hopalong candy bar
Baked goods
Willys
Chewing gam
AGENCY
Redfield- Johnstone
(N. Y.)
Ted Bates & Co
(N. Y.)
Ruthrauff & Ryan
<N. Y.)
Lennen & Mitchell
(N. Y.)
BBD&O <N. Y.)
Harry B. Cohen
(N. Y.)
II. rinin ii.un. < .lMlrnisn
& Pierce <N. Y.)
iiiiumi (N. Y.)
Schwlmmer A Scott
(Chicago)
Leo Burnett Co
(L. A.)
William Esty c\ Y.)
Blaker (N. Y.)
Harrington, Whitney
Hurst (L. A.)
Ewell & Thurber
(Toledo, Ohio)
Arthur Meyerhoff
(Chi.)
STATIONS-MARKETS
9 stns; 9 cities; Midwest,
II ih.. Phlla., Schenec-
tady, IN.Y.C.
7 stns* ; Alaska Broadcast-
ing System
80O cities
Renewals; N. Y. & Chi.
25 cities
I" mkts
12 stns*; Florida
Ark., Miss., Ala., S. C.
12 midwest markets
12 stns; CBS; Pac net
4 stns* ; Alaska
New England, N. Y., Piltsb.,
Washington, D. C.
9 stns; L. A., S. F., San
Diego
30 mkts
WNAC, Boston
CAMPAIGN, start, duration
Spots; January; 26 wks for .to
starting in January
Spots for 1950
Spots
Spots; 5 top mkts for 52 wks; S-l
new mkts in March; 26 wks
Spots; January 1; 52 wks
Spots; mid-January
Spots; Dec 18; 15 wks
One-min partic on farm programs
I r»-in In shows; February; 26 wka
"It's Fun To Be Young"; Jan. 7;
52 wlu
Spots for 1950
Spots; sometime in February
Spots; Jan 16; 2 wks
Spots; January
Spots and program campaign; Jan;
13 wks
Station Representation Changes
STATION
CKOK, Penticton, B.C.
KFDA, Amarillo, Texas
WAIR, Winston Salem, N. C.
WDUK, Durham, N. C.
WNAO, Raleigh, N. C.
WNEX, Macon, Georgia
WPTR, Albany, N. Y.
WRFD, Worthlngton, Ohio
WROL, Know ill.-, Tennessee
WSAT, Salisbury, N. C.
AFFILIATION
Independent
ABC
ABC
ABC
ABC
MBS
Independent
Independent
NBC
Independent
NEW NATIONAL REPRESENTATIVE
Radio Representatives Ltd
Branham Co, N Y.
Walker Co, N. Y.
Weed & Co, N. Y.
Weed & Co, N. Y.
Branham Co, N. Y.
Ra-Tel Representatives Inc., N. Y.
Taylor-BorroO' & Co, N. Y.
Avery-Knodel Inc, N. Y.
Piedmont, Salisbury, N. C.
Advertising Agency Personnel Changes
NAME
Edward C. Ball
John H. Baxter
William E. Becker
Robert Black
Joseph I Boland Jr
Robert E. Bousquet
Benjamin C. Bowker
J. W. Bradfute
Ernie Byfield Jr
Frank FI. Cankar
Richard M. Clement
Lawrence D*Aloise
Dorothy Day
H. Kendig Eaton
George R. Eckels
Fred P. Fielding
Catherine Finerty
FORMER AFFILIATION
Mathisson & Associates. Milwaukee, acct exec
Robert W. Orr, N. Y., vp
Chris Lykkes & Assoc, S.F., acct exec
Weinberg. L.A., pub rel dir
Briggs & Varley Inc, N.Y., acct exec
Lever Bros., N. Y., asst adv mgr in charge of Lux
Willys-Overland Motors, Toledo, dir pub rel
W. Earl Bothwell Inc. Pittsb.
NBC-TV, N. Y., dir of sustaining shows
International Rigester Co, Chi., prod-sls-adv mgr
Veterans Administration, Phila., chief of pub rel
J. Walter Thompson Co, IN. Y.
McCann-Erickson
Head of his own Dallas agency
Anderson, Davis & Platte Inc, N.Y., copy and
merchandising
NEW AFFILIATION
Same, associate
Same, dir and exec vp
William E. Cayman & Assoc, S.F., acct exec
Dan B. Miner, L.A., asst radio and tv dir
Sune> dir, vp and gen mgr
Chambers & Wiswell Inc, Boston, exec vp
Buwker & Co, Toledo, pres of new adv and publ rel agency
Same, N.Y., dir research and marketing
Weiss & Geller Inc, N.Y., dir of tv
Fletcher D. Richards Inc, N.Y., acct exec
John LaCerda, Phila.
Doherty, Clifford & Sheffield Inc, N.Y., copy supervisor
Schoenfcld, Huber & Green, Chi., copy chief
Mathisson & Associates, Milwaukee, pub rel dir
McLain-Dorville Inc, Phila., acct ©xee
McLain-Dorville Inc, N.Y., vp
Same, vp and member of plans board
In next issue: New and Renewed on Networks, Sponsor Personnel Changes,
National Broadcast Sales Executive Changes, New Agency Appointments
\t>u and Renewed. 30 January 1950
Advertising Agency Personnel Changes (Continued)
NAME
Mrs. Norine Freeman
William J. Frosi
George Thomas (Hark Fry
W. Richard Guersey
Jerome It, Harrison
W'illard Heggen
Helen Hightower
Augustine Hilton
John II. Jameson
In Jasper
Steve Josephs
Bob K Irschbaum
kirliv Katl
Lester Krugman
!..!. Labert
George It. Lamont
Van S. Lindsley Jr
Dick Long
Edward It. McNeilly
Mvron A. Mahler
Monroe Mendelsohn
A. W. Moore
Rino C, Negri
Alfred It. Pastel
Dr. Philip Reiehert
Robert M. Renschle
Ki.lK.nl V. Riehman
John P. Itohrv
Arthur Sehwarti
William R. Seth
Thomas C. Slat.r
Rryee Sprnill
Hal A. Stebbins
Walter N. Stuckslafrer
INI -i n Sullivan
Seth D. Tobias
William Wilbur
Lawrence Wiser
Robert J. Wolterlng
Francis J. Woods
F. Howard York 3rd
FORMER AFFILIATION
W. B. Doner & Co., Chi., radio dir
ken von and Fckhardt Ltd, Toronto, office head
1BC, VY., nail dir of net radio sis
Itorden Co. N.Y., asst adv mgr of special prods
dix
C. D. Reach Co. N.Y., vp
Co nipt on, N.Y., acct exec
C ii in p hell-San ford, Chi.
Newell-Emmett, N.Y.
MeCann-Erickson Inc. Chi., vp in charge of copv
Weiss & Geller, N.Y.
J. Walter Thompson Co, N.Y., acct exec
Hutching,
Decca Re
I'Kil.i exec
-ords, N.Y.. dir
A| Paul Lefton Co. N.Y., acct exec
J. L, Hudson Co, N.Y., assts adv mpr and copy
chief
KCRO, Kakersfield, Calif., copy chief
Emil Mogul Co, N. Y'., copy dir
Kaufman & Associates, Chi., acct exec
Agency Associates, L.A., acct exec
Emil Mogul Co. N.Y P ., in charge of foreign lan-
guage advertising
Esquire Inc, Chi., vp and adv dir
Doherty, Clifford & Shenfield Inc, N.Y., dir of
professional div
Headley-Reed Co, N.Y.
Columbia Pictures
Belknap & Thompson Inc. Chi., prorn dir
Casper Pinsker Inc, N.Y'., copy chief
Muzak Corp, N.Y'., adv and prom dir
K hi Ii r .1 nil & Ryan, N. Y., charge of network rela-
tions, program and talent development
Burton Browne, Chi.
Honig-Cooper Co, L.A., exec vp
Esquire Inc. Chi. western adv mpr
Robert W. Orr, N.Y.. vp
Emil Mopul Co, N.Y., asst to pres
Wilbur-Sheffield, N.Y., exec member
Federal, N.Y.
Von Hoffman Press, St. L., copy writer
Buriiet-Kuhn, Chi., exec vp
Doremus & Co, Phila., in charge of office
NEW AFFILIATION
Same, dir of radio and t\ planning
Same, vp
Kenvon & Fckhardt. N.Y., exec
Mac.Manus, John *X Adams Inc. Baltti
flock Co, N. Y., exec
.d% staff
Ward Whc
Same, vp
Demunn X McGuiness Inc, Chi., acct exec
Lynn Baker Inc, N.Y'., media dir
Tat ham-Laird. Chi., copy chief
II it I •• i Hope A Sons, N.Y., acct exec
Modern Merchandising Bureau. N.Y., acct exec
Casper Pinsker, N.Y.. radio dir
Ward Wheeloek Co, Phila., copy exec
Grey, N.Y., acct exec
Casper Pinsker. N.Y., radio dir
Young & Rubicam Ltd, Toronto, supervisor of media
Kircher, Helton & Col!ett, Dayton, asst to pres
Ziniincr-keller Inc, Detroit, asst acct exec
Rockett-Lauritzen, L.A., tv and radio dir
Same, vp of creative depts
Same, radio and tv dir
Dozier-Craham-Eastman, L.A., acct exec
Same, vp and head of the foreign language division
Alfred J. Silberstein-Bert Goldsmith Inc, N.Y., vp
Same, vp in charge of medical advertising
MeCann-Erickson Inc, N.Y., mpr radio, t* time buying
Lew Kashuk & Son, N.Y*., acct exec
John E. Pearson Co, Chi., acct exec
Getsrhal & Richard Inc, N.Y., copy dir
O'Brien & Dorrance Inc, N.Y., radio anil t\ dir
Same, vp
Botsf ord, Constant ine & Gardner, Portland. Ore., acct exec
Set up new agency, Hal Stebbins Inc, L.A.
Henri. Hurst A McDonald, Chi., exec
Same, dir and asst to pres
Same, vp and chairman of plans board
Edwin Parkin, N.Y., exec vp
Storm & Klein, N.Y., exec
Krupnick »K Associates, St. L., acct sve dept
Same, pres
Same. N.Y.. vp
New and Renewed Television (Network and Spot)
SPONSOR
American Chicklr Co
American Tobacco Co
AGENCY
K.i.l--. r Browning A
Hersey
N. W. Ayer
Anheuser-Busch * n
D'Arey
(Beer)
Borden Co
Young A Rubici
(Coffee)
Bulova w ..i.i. Co
Blow
Chevrolet Dealers
Campbell.Ewald
I '.. i ..i>ii..n. Co
^ oung a it ..i.i. ,,
1- merson Dtuk Co
BBD&O
Forstner Chain Corp
A. W. Lewin
Gen Foods Corp
^ oung .1 Ic.il.i. ..
( Blrdseye Frosted
1 .
...1.)
i ......l, . ;t r Tire A Ri»
I.I
» r
• lompton
i .,
Groller Society
Mtmaii
Harriet Hubbard Ay
i
Federal
Henry Heide Co
Kelly.Nason
Hill. Bros Co
Blow
Horn « Hardarl
< lements
Mocller Mfg Co
1 riimrr-K rassell
Petri Win.,.
Young A Rubici
Powi rhouse < and)
Bruck
Procter ••>: Gambit
1 lancer, 1 ii /r. ra
(Oxydol)
Sample
Ronton \.i Metal «
.,1
u
i . , . .
s -.i -.1 >.r-.i Vlrh) Spring
Co
Barlow
Simmons Co
^ oung *\ Rublca
hi. i .,
M.-t :,,,,, -1 rlckton
NET OR STATIONS
WNBT, N. Y.
I * Em elope Co
WNBT.
N. Y.
v. RGB,
Schen,
WMiy,
Chi.
KMIII.
Hollywood
WPTZ,
Phila.
WCBS,
N. Y.
KMIK.
Hollywood
KNIIK.
Hollywood
WNBT,
N. Y.
WABIi,
N. Y.
Will. II.
Schen.
V. Mil.
N. Y.
V. MtV.
Wash
\V Mitt
Wash.
WPTZ,
Phila.
\\ Mill
N. Y.
w Aim.
N. V
wens.
N. Y.
\\ Mil
IN. Y.
V. NBQ,
Chi.
V. Mil.
N.Y.
\\ Mill.
N. V
\\ Mil).
N. V
V. Mil).
N x
V. Mill.
N. V
\\ Ml 1
V V
n RGB,
Schen.
V. Mill.
< In
\\( 11-
V V
WNBT,
V >.
\\ Mil.)
< hi.
KMIII.
Iloll.v, 1
PROGRAM, time, start, duration
Film spots; Jan. 3; 1 .'I wks (r)
Film spots; various -tartinp dates fr
13 wks (r I
Dec 13-29;
Ken Murray Show; Sa (I •' pin; Jan T; 1.1 wks (n)
Film spots; Jan 1<>; 25 wks (n)
Film spots; Jan 15; 52 wks (r)
Film anlienits; Jan 17; 13 wks lr>
Manhattan Spotlite: Moll 7:30-7:15 pm; Jan 23; 52
wks (n)
Film spots; Jan 7: 52 wks <n)
Film spots: starting dates Jan II. 211; 26 wks (r)
Film spots: Jan 3; 13 wks (r)
Film spots; Fell 7: 52 wk- In)
Film spots; Jan H: I wks In)
Ilka Chase Show; Ihur 9:30-9l45 pm; Feb In: 52
wks In)
Film spots; Jan I; 2H wks (r)
Film spots: Jan In; 13 wks (rl
CUldrens Hour: So 10:30-11 l30 am; Jan 29; 52
wks <r>
Film spots: Feb 1 : 11 wks In)
I iln, spots I Jan 17; 13 wks In)
Captain Video) Mon 7-7:u> pm: Jan 2.1: 13 «k- (n)
Film -pots; Jan 17; 52 wks In)
Film spot-; Jan 1: 26 wk- Irl
Film sp.Us; Jan 9j 52 wk. (n)
Film spots) Ian ■: 13 wk- lr)
II mak.-r- Exchange | Thur 4-4 1 30 pin: Jan
wk- In)
I iini spots i various inrtini dates from .Ian
wk. In)
12:
3-2 »
2<i
H
Spot Radio Does
Cost Less Today—
Startling Comparisons Prove That
WHO Costs 52% Less Than In 1944!
Dy every standard that means anything
whatsoever to forward-looking advertisers,
advertising on WHO costs less today than
in 1944.
Comparing figures from the 1944 and the
1949 Editions of the Iowa Radio Audience
Survey,* you find that in 1949 Iowa
radio homes had increased to the point
where WHO cost 10.6% less per thousand
radio HOMES than in 1944!
Even more startling, you find that in
1949, multiple-set homes had increased
to the point where WHO cost 52% less
per thousand radio home SETS than in
1944 — and modern research has proved
that the increased number of home sets
is even more important than the increase
in radio homes. (Junior listens to his
favorite serial program while Dad hears
the evening news — Mother listens to a
dramatic program while Sister is tuned
to popular music — or the whole family
listens to the same program, but in dif-
ferent parts of the house. Thus it is no
longer correct to speak of "radio homes"
— SETS make today's audiences!)
By applying the Iowa Surveys' percent-
ages of one-set radio families and
multiple-set radio families, against popu-
lation estimates,** you find that Iowa
had 769,200 radio homes in 1949, against
•The 1949 Iowa Radio Audience Survey is the
twelfth annual study of radio listening habits in
Iowa. It was made by Dr. F. L. Whan of Wichita
University — is based on personal interviews with
over 9,000 Iowa families, scientifically selected
from cities, towns, villages and farms all over
the State.
As a service to the tales, advertising, marketing
and research professions, WHO will gladly (.end
a copy of the 1949 Survey to anyone interested in
the subjects covered.
"Sales Management's Surveys of Buying Power.
only 596,000 in 1944. Whereas there were
only 904,000 sets in Iowa homes five years
ago, this number had sky-rocketed to
2,140,000 in 1949! Yet this 136% increase
in radio sets is for homes alone; it omits
the hundreds of thousands of sets in
Iowa cars, offices, barns, stores, trucks.
restaurants, etc.
The phenomenal increase in the number
of Iowa's radio homes and radio sets
and the decrease in costs — boils down
to this:
WHO — CLASS C — V4-HOUR MAXIMUM DISCOUNT.
Number of Iowa
Radio Homes
596,000
769,200
Percent Decrease. In
Cost Per Thousand Cost Per Thousand
Radio Homes Radio- Homes
In 1949
Number of Iowa
Radio Sets (In Homes)
904,000
2,140,000
Cost Per Thousand
Radio Sets
(In Homes)
Percent Decrease In
Cost Per Thousand
Radio Sets
(In Homes) in 1949
tThe '/4-hour rate is indicative of all other time segments since W ll()'< cost is
figured on a ratio basis, ("lass C time is shown because it changed very little
during the last five years — that is. Class C has remained primarily Daytime . . .
from 8 to 12 mornings and from I to 6 afternoons.
Note that all these figures are based only
on extra sets in Iowa homes. The figures
do not include hundreds of thousands of
"non-home" Iowa sets, plus millions of
sets in WHO's BMB secondary night-time
•hy
counties — these are the reasons
WHO is today a "better buy" than ever.
For additional facts about WHO's great
audience-potential, write to WHO or ask
Free & Petere.
WHO
+/©r Iowa PLUS +
Des Moines . . . 50,000 Watts
Col. B. J. Palmer, President
P. A. Loyet, Resident Manager
FREE & PETERS, INC.,
National Representatives
30 JANUARY 1950
the difference is MUTUAL!
If you think your business is different,
consider ours for a moment., .and
discover perhaps how our difference
can help you with yours.
You see, we have devoted nearly
15 years to the business of being a
different kind of network.
This gives us quite an edge, in these times
when extra-efficient, better-than-average
marketing techniques are required.
And it gives you several new
ways -all of them well tested —
to make your dollars do double duty.
'
For instance...
On no other network can you raise your sales
voice in 500 transmitter-markets— 300 of them
being the only network voice in town. On Mutual
you can . . .The Difference Is MUTUAL!
On no other network can you enjoy maximum
flexibility in selecting your station hook-up...
routing your program as you route your salesmen.
On Mutual you can . . .The Difference Is MUTUAL!
On no other network can you locally— at no
extra cost— tell your customers where to buy what
you are selling, as well as why. On Mutual
you can ...The Difference Is MUTUAL!
On no other network can you buy the proven
benefits of coast-to-coast radio — and save enough
to explore the high promise of television too. On
Mutual you can... The Difference Is MUTUAL!
On no other network can you s-t-r-e-t-c-h your
hardworking dollars to the point where you get
six listener families for the price of five. On
Mutual you can. ..The Difference Is MUTUAL!
These are five of the points which add up
to a big plus for the Mutual advertiser.
Interested in the proof of any or all of
the Hilltllll broadcastinq
them ? Let's sit down together and
discuss our differences. I %0 II %0 Wm System
mutual
A DECADE IN RADIO IS
EQUAL TO A CENTURY
OF PROGRESS IN SOME
MAJOR INDUSTRIES
DOMINATING MARYLAND'S
SECOND MARKET
( Eastern Shore counties — plus Southern
Delaware)
WBQC
AM - - FM
RADIO PARK, SALISBURY, MD.
Presidenf
John W. Downing
Manager
Charles J. Truitf
NATIONAL REPRESENTATIVES
BURN-SMITH CO.
MUTUAL NETWORK
Mr. Sponsor
Victor M. Ratner
Vice-president in charge of advertising
R. H. Macy & Co., New York
(Because of Victor Ratner's part in production of LIGHTNING
THAT TALKS, SPONSOR breaks a precedent; never before has any
one been profiled twice. This is Ratner's second appearance in this
space within a period of three months. I
In the early summer of 1947, the networks were searching for a
trigger-minded, radiowise promotion man to produce a special pres-
entation for the industry. By summer's end square-shouldered, be-
spectacled Victor M. Ratner was working on the assignment. Then a
free lance consultant, he decided to use a motion picture as the
vehicle for the presentation.
When Ratner returned to the Columbia Broadcasting System, as
vice-president in charge of promotion, he continued to guide the
project. By this time the entire operation had been expanded. The
National Association of Broadcasters, which was considering similar
plans, joined forces with the networks for one huge promotion. While
working on LIGHTNING THAT TALKS. Ratner constantly demon-
strated his abilities as a top-flight presentation man. To help sell the
All-Radio presentation idea to potential subscribers, he recorded a
"radio program" as a sales pitch.
To provide a basis for the movie, Ratner wrote a prolific, three-
volume report on radio called "The Sound of America." The report
was heavilv documented with facts and figures. Although it was not
possible to use all of the report material in the film, none of its
high points were left out.
The theme for the film occurred to Ratner in an interesting way.
It happened while he was watching a movie in which the characters
ascend a stairwav to heaven, lie realized that radio is the only
medium which gets into heaven (broadcast waves are dispersed up-
wards). This gave him the idea of using Benjamin Franklin (who
is known as a pioneer student of lightning) as the unofficial narrator
for the film, franklins hands appear in the film several times and
on sponsor s cover as well.
I ndoubtedl) Ratner will take tin- ma-a-e of LIGFMN'ING THAT
TALKS to heart and do something about it. He's in a position to
tin -n a- l>. II. \lae\"s vice-president in charge of advertising.
20
SPONSOR
KLZ
is kh&t in Denver!
Now ... the No. 1 Hooper Station
o
KLZ's Audience Increase...
(from C. E. Hooper "Share of Audience" Index I
• Nov. -Dec.)
Morning 44.7 Increase
Afternoon 21.3 Increase
Night 41.9 Increase
all this in one year's time!
YOUR BEST BUY IN DENVER... KLZ!
5,000 Watts — CBS — 560 kc.
Represented nationally by
THE KATZ AGENCY
30 JANUARY 1950 21
WDG¥ extendi coiigratulation» l
--
11
SPONSOR
. . . a "ROOSTER" thai In powerful enough lo be beard every morning from Monday
through Saturday on WD4«Y throughout the northwest empire.
"Tllf RED ROO.STEH" In vroicing about winning the National Retail Dry Voodn ANHoelation'a
retail radio program 4,11 iS I* AWAHD for Schuneman's Department Store in St. Paul.
WDI»Y Itt proud to be associated with such a popular
and wales-effective program an "THE RED ROOSTER HOI R."
Minneapolis • Si. Paul
.10.000 WATTS
■(('presented Nationally by Avery-Knodel, Ine.
30 JANUARY 1950
23
New developments on Si*OJ\SOR stories
p.s.
5661 "Commercials with a plus"
ISSU6'. 31 January 1949, p. 28
Subject! Frequency and impact
The following excerpt from the research that went into
LIGHTNING THAT TALKS adds to a topic sponsor
covered a year ago.
Radio's schedules — which make advertisers weekly ad-
vertisers (and daily advertisers in the daytime, with pro-
grams and announcements) — achieved something which
advertising itself had asked for ever since modern adver-
tising hegan: repetition, repetition, repetition, consistency,
consistency, consistency.
And where magazines and newspapers (because of their
expense I failed to push advertisers into more "frequency
of insertion" than once a month, radio came along and
turned advertisers into good advertisers by creating a
weekly cycle of insertion within what could be considered
practical advertising budgets.
But the weekly cycle of insertions has more meaning
than one simply of frequency. It gears into the basic
buying cycle <>f the American family, which is also on a
weekly basis. A majority of families spend 75' < or more
of their pay-checks within 24 hours after being paid!
Most pay-checks are weekly family events.
Markets exist in time as well as in space. Every sale
has a date as well as a postmark. Radio makes it possi-
ble to support that market — that week's sales — with ad-
vertising. Each week's market can be protected as well as
each town's market.
I)a\time radio brings the advertising message not only
to the place of use of the product, but can also bring it
at the precise time of use of the product.
p.s
See: Editorial
IsSUe: 16 January 1950
Subject: lightning that talks
When sponsor first announced that it would devote its
entire issue of 30 January to radios all-industry film
presentation, LIGHTNING THAT TALKS, the committee
in charge had tentatively planned to hold the film's New
York premiere early in February. The committee was
forced to move up the date of the New York premiere to
the first week in March because of difficulty in obtaining
large enough quarters for the expected crowd of 1,000 or
more top-level advertising agency, sponsor, governmental
and radio industry executives.
Premiere showings of LIGHTNING THAT TALKS in
other key cities throughout the country will be held as
originally planned, most of them taking place the first
week in February. SPONSOR decided to stick to its orig-
inal date for the souvenir radio presentation issue in or-
der to coincide with the many premieres being held the
month of the souvenir edition's publication.
24
SPONSOR
I ATE AGAIN ?
CALL, WIRE, WRITE FOR INFO ON RADIO'S
ONLY NEW AND PROVEN TRANSCRIBED SERIAL
SECOND SPRING
a
Also Great Musicals
PLANTATION HOUSE PARTY HOSPITALITY TIME EDDY ARNOLD SHOW
RADIO PRODUCTIONS, INC.
MONOGRAM BUILDING NASHVILLE 3, TENNESSEE
SALES AGENCY: MONOGRAM RADIO PROGRAMS, INC.
CHICAGO
AN 3-7169
NASHVILLE
4-1751
30 JANUARY 1950
25
26
SPONSOR
~twz£z.
Radio and Television will best serve the public inter-
est—and their own— each by seeking the field to which
it is better adapted, and by doing the best job pos-
sible in that field.
We believe that Du Mont has reason to be proud of
its contributions to Television. Du Mont's bold pio-
neering of co-op and syndicated programs for the
local station. .. Du Mont's theory, now widely put into
practice, of high calibre shows at low cost to the
advertiser— all are made possible by Du Mont's spe-
cialization in Television.
If it's Television— that's our business. Call on us freely.
E V
N
AMERICA'S WINDOW ON THE WORLD
T W
DUMONT TELEVISION NETWORK • 515 MADISON AVENUE, NEW YORK 22, N . Y.
30 JANUARY 1950
Copyright 1950, Alltn B. DuMonl loborotorles. Inc.
27
ITS EASY.
IF YOU
KNOW HOW!
We
e could paint a very fancy picture of all the things
that make KWKH a truly outstanding station — but it would
boil down to this: a "native-son" flair for Southern program-
ming, together with 24 years of solid radio experience in this
market. Know-How, we call it. . . .
Latest Shreveport Hoopers (Nov.-Dec. '49) prove that
KWKH's formula and methods really pay off:
For Total Rated Periods, KWKH gets a
52.0% greater Share of Audience than
the next station.
These figures are for Shreveport only, of course. But better
yet, KWKH delivers an equally loyal rural audience through-
out our prosperous oil, timber and agricultural area.
Let us send you all the facts, today!
KWKH
€1
50,000 Watts
Texas
3TnS131IMIlHUlr:l
Arkansas
CBS Mississippi
The Branham Company, Representatives
Henry Clay, General Manager
510 Madison
enabled the production of a talking
motion picture that I sincerely believe
is unmatched in any trade association
promotional activity.
Adequately promoted, properly pre-
sented and promptly followed. LIGHT-
NING THAT TALKS can enable the
broadcasting industries to move into
new high ground in local, network and
national spot sales. May I urge you
with all of the sincerity I can command
to do your personal part to see that the
showing of this talking motion picture
in your community is presented with
all the showmanship at \ oui command.
Now, may I add a word of deep ap-
preciation and sincere thanks to SPON-
SOR for devoting the 30 January is-
sue to the All-Radio Presentation. It
is an outstanding example of intelli-
gent serving of industry interests.
Lewis H. Avery
President
Avery-Knodel Inc.
It was George F. Baker, the banker,
who said "Few people can fullv com-
prehend the meaning of a MILLION
whether we are speaking of dollars or
of people." Multiplied many, many
times over, that has always been the
nub of radio's problem: No one — not
even we who are closest to it — can
fully comprehend the meaning or scope
of a medium which, regularly, talks to
over 39,000,000 families.
I am delighted that in LIGHTNING
THAT TALKS the full play of still an-
other medium — motion picture presen-
tation — is brought to bear on visualiz-
ing the size and impact of radio. And
I feel that now, full swing in another
buyers market, is the ideal time for
radio to re\ iew and recount its many
advantages as a medium.
Two things about the film particu-
lars impress me. First, I understand
it is directed especially at a new mar-
ket: the many advertisers who have
imi used radio and who ma\ derive
real benefits from its use. And, sec-
ond. I understand that the effective-
ness of the film is to be heightened by
local showings throughout the coun-
li\. As the pioneers of local penetra-
tion in network radio, we know that
that is the best approach!
The \merican Broadcasting ("om-
( Please turn to page 30)
28
SPONSOR
/.
[OUERRGE
WOAI's Primary Market has always been a
bright spot in the nation's economic picture. Today,
day and night, a half-million families who spend over
a billion dollars over grocery, drug and other retail
counters, have the WOAI listening habit! (Check
Hooper or BJN1B). • Already rich in oil, cotton,
cattle and other agricultural products, WOAI's South-
west now is one of the nation's industrial hot spots!
(Ask your Banker). • That means more people who
make and spend more money on more products!
There's no substitute for WOAI's coverage of this
ever richer market. • Hooper's latest Listening
Area Index shows WOAI with two times as many
listening families daytime, three times as many night-
time, as the next most listened to station. For avail-
abilities . . . (Ask Petry).
Represented Nationally By
Edward Petry & Company, Inc.
NEW YORK • CHICAGO • LOS ANGELES • ST. LOUIS
DALLAS • SAN FRANCISCO • DETROIT • ATLANTA
THERE
IS
no
SUBSTITUTE
FOR
•^UUJUJIU
in
THE
SOUTHWEST
30 JANUARY 1950
29
Because it takes
good selling
to make
good sales...
1950
will be the
We predict,
BEST YEAR YET for
We repeat-
it takes good selling
to make good sales
—thanks
to the
efforts of
radio's
new film
presentation
and the
National
Association
of Radio
Representatives
H (Alt .<-. llttff MIW • ». N f
IADIO I TIllVIJION IEPIISINTA Tivil
Miw *ott • CHICAGO • lO» *•-'■. i.e. • Ian IUnCiKO
510 Madison
STORY NEEDED TELLING
pany. the Columbia Broadcasting Sys-
tem and the National Broadcasting
Compan\ . the National Association of
Broadcasters and the almost six hun-
dred independent stations who are co-
operating are to be congratulated.
Frank White
President
Mutual Broadcasting System
LIGHTNING THAT TALKS ver)
ably tells the ston of the impact of
sound radio upon the American way of
life. It shows why sound broadcasting
toda\ is a more vital selling force and
a greater public service than ever be-
fore in its 30 years of existence.
The NAB, the independent stations
and the networks associated with the
creation of LIGHTNING THAT
TALKS are to be congratulated upon
producing a film of which the industry
can well be proud.
Joseph H. McConnell
President
ABC, Netv York
As chairman of the All-Radio Pres-
entation committee I would first like
to express my appreciation and the
thanks of the other members of the All-
Radio Presentation committee to SPON-
SOR for devoting its entire 30 January-
issue to LIGHTNING THAT TALKS.
For a long time radio was too busy
to promote itself, but we feel that
LIGHTNING THAT TALKS is the
first stej) in a long series of radio pro-
motional efforts that will be planned
in the future.
The members of the committee have
spent long hours and even some of
their own money to see that this pres-
entation of all radio is the best selling
tool that has been so far devised in
radio's behalf. The fact that sponsor
has devoted an entire issue to the
mo\ ie is gratifying proof that our pres-
entation is important. We know that
both the people m and out of the radio
industrv will agree when they see
LIGHTNING THAT TALKS.
There has been a whale of a lot of
unselfish cooperation on the part of
this committee, which worked many,
mam hours to do a job for this indus-
trv. and I am personally ver\ proud to
I Please turn to page 02 I
REACH
MORE
PEOPLE IN
HANNIBALAND*
AT A
LOWER
COST
PER
THOUSAND
with
KHMO
Hannibaland is the rich 38
county area surrounding Hanni-
bal, Qumcy and Keokuk. In a
recent Conlan study of listening
habits, KHMO showed a larger
share of audience than any of the
other stations surveyed in this
area. Also, KHMO's cost per
1000 families is 55.2<7 f less than
that of the closest competitive
station. So for reaching and
selling the people in this rich
rural area of Hannibaland, buy
the station that is listened to
most — buy KHMO.
KHMO
Mutual Network
Hannibal, Mo.
5,000 watts
1,000 at night
1070 kc.
Representative
JOHN E. PEARSON CO.
30
SPONSOR
That's the KXYZ story — as simple as that. It
actually costs less money to dominate the great
Houston and Gulf Coast market when you con-
centrate your sales effort on KXYZ.
Houston listens to KXYZ. For years, KXYZ has
consistently led the morning Hooper ratings
with the largest percentage of the listening
audience . . . giving advertisers more for their
air dollar! In addition, KXYZ hacks your
advertising with a planned promotion and
advertising campaign.
If you want to open the door to the richest
market in the Southwest, place your
message on KXYZ — and get more
for your air dollar!
EDUCATION
PUBIIC SERVICE
A GLENN MCCARTHY
ENTERPRISE
QUIZ
£k S
ABC IN HOUSTON
DIAL 1 320 • 5000 WATTS
Free & Peters, Representatives
30 JANUARY 1950
31
40% m&ie tadia tiomeA,
t&tut t&ety did in, 1943— and
at a Cmu&i ctet fieri
^
H ID
H REE & V ETERS, INC
Pioneer Radio <m<l Television Station Representatives
Since 1932
VII \\T\
\1 \\ YORK ( HICAGO
Dl fROIT IT. WORTH HOLLYWOOD
SAN I RA\< ISCO
EAST, SOUTHEAST
WBZ-WBZA
Boston-Springfield
WGR
Buffalo
WMCA
New York
KYW
Philadelphia
KDKA
Pittsburgh
WFBL
Syracuse
WCSC
Charleston, S. C.
WIS
Columbia, S. C.
WGH
Norfolk
WPTF
Raleigh
WDBJ
Roanoke
NBC
50,000
CBS
5,000
IND.
5,000
NBC
50,000
NBC
50,000
CBS
5,000
CBS
5,000
NBC
5,000
ABC
5,000
NBC
50,000
CBS
5,000
MIDWEST, SOUTHWEST
WHO
Des Moines
NBC
50,000
woe
Davenport
NBC
5,000
WDSM
Duluth-Superior
ABC
5,000*
WDAY
Fargo
NBC
5,000
WOWO
Fort Wayne
ABC
10,000
WISH
Indianapolis
ABC
5,000
KMBC-KFRM
Kansas City
CBS
5,000
WAVE
Louisville
NBC
5,000
WTCN
Minneapolis-St. Paul
ABC
5,000
KFAB
Omaha
CBS
50,000
WMBD
Peoria
CBS
5,000
KSD
St. Louis
NBC
5,000
KFDM
Beaumont
ABC
5,000
KRIS
Corpus Christi
NBC
1,000
WBAP
Ft. Worth-Dallas
NBC-ABC
50,000
KXYZ
Houston
ABC
5,000
KTSA
San Antonio
CBS
5,000
MOUNTAIN AND WEST
KOB
Albuquerque
KDSH
Boise
KVOD
Denver
KGMB-KHBC
Honolulu-Hilo
KEX
Portland, Ore.
KIRO
Seattle
NBC
50,000
CBS
5,000
ABC
5,000
CBS
5,000
ABC
50,000
CBS
50,000
CP
*?***
\
feet of film
Some cold and warming' facts on the radio
industry's presentation to advertisers
The cold statistics on lightning that talks are these.
The finished film runs 4.000 feet. But 50.000 feet were shot.
Director Ben Gradus and his permanent crew of six travelled 25,000
miles. The) went on location to California. Georgia, Iowa, and Long Island.
n all. 00 people worked on the film.
These are the cold facts. As sponsor dug deep into the making of a
movie it uncovered warmer data.
It learned heartwarming facts about men who make such things possible.
About Vic Ratner, who compiled three unique volumes of facts and
figures preliminary to the writing of a script, and who spent a "vacation"
in New England working on a final draft.
About Frank Stanton, who saw nothing novel in giving the industry
Ratner's services, compliments of CBS, for weeks at a stretch.
\liout fellows like Cordon Cray, Frank Pellegrin, Lew Avery, Byron
McGill. George Wallace, Hanque Ringgold. Ivor Kenway, Ed Spencer.
Ralph Weil. Harry Maizlish and others on the All-Radio Presentation
Committee who traveled incessantly and paid out incessant I\ during many
months of feverish activity — with never a thought of repayment.
About Judge Justin Miller, who saw the potential of such a film and
allowed the busy Maurice Mitchell to steal time from other urgent projects
in order to participate up to his neck.
These credits could go on and on. But we think we make our point
about the spirit that enfuses LIGHTNING tii VT talks and the radio industry .
In the pages that follow sponsor has attempted to catch the flavor of the
film and hold it for the many who view the premieres and want something
to remember it by. In this issue arc stories <>n the history of the presenta-
tion and on its promotion. Four articles were devoted to the success stories
documented in LIGHTNING THAT TALKS and sponsors staff added details
of these stories which it was impossible for the film to cover.
Editoi
Guitar solo by director of all-radio film puts its two youngest actors in mood to perform
NORTH CAROLINA IS THE SOUTH'S
NUMBER ONE STATE
AND NORTH CAROLINA'S
No
50,000 WATTS 680 KC
NBC AFFILIATE
SALESMAN is
WPTP
* also WPTF-FM *
RALEIGH, N. C.
FREE & PETERS, INC
NATIONAL REPRESENTATIVE
IT TOOK ALL THE FILM CANS SHOWN TO MAKE FINISHED REELS THAT VICTOR RATNER IS RECEIVING FROM THE PRODUCERS
Radio breaks its silence
LIGHTNING THAT TALKS brings radio's
dynamic storv lo the nation's advertisers
It's here.
The All-Radio Presentation has been
completed and during thi- month it
will premiere in several pari.- of the
countr) .
Those who see the movie are in for
a treat las well as a treatment).
Called LIGHTNING THAT TALKS,
it's a full-len«th documentary which
tells the storj of radio's impacl on the
American people and lias an exciting
impact of its ow n.
LIGHTNING THAT TALKS makes
historj . because:
1. It's the first presentation bj an)
medium which uses documentarj
movie techniques to demonstrate the
effect of the medium. Much of it was
shot in the homes of radio listeners;
it shows what actuall) happens when
thc\ hear commercials.
2. It's the firsl reall) full-dress pro-
motion drive in the bistorj ol broad-
casting. The movie mark- a new
phase in the industry's development.
From now on radio men are deter-
mined to talk up after \ ears of nla-
ti\ e silence.
3. As an industrial movie, LIGHT-
NING i- revolutionary. It combines
fantas) with realism to tell a stm\
which won't preach at or talk down to
its audience of husine-Miien and ad-
vertising executives.
In a w a\ the sponsoi - and ad\ ci tid-
ing men al « hom the mo» te is aimed
30 JANUARY 1950
37
SPARKS FLYING FROM THE WIRE (RIGHT) WERE ONES PHOTOGRAPHED STRIKING BEN FRANKLIN'S KEY (SEE COVER PICTURE)
are themselves largely responsible for
its production.
For years these users of broadcast
advertising have felt that radio lagged
in self-promotion. They've said so
often. cspecialK when the\ were faced
with the problem of convincing top-
level brass about the value of some
specific radio project. It was this
ground swell of opinion from without
the industry that helped lone the issue.
But it was an idea in the back of
NBC vice-president Charles P. Ham-
mond's head that got things started.
Hammond felt that networks could
tell a lot stronger sales story if they
acted as a unit instead of sprinkling
their individual arguments like buck-
shot. He went to the J. Walter Thomp-
son agency (which represents NBC •
in the summer of 1947. asked wise
heads there what they thought of his
idea for an all-network selling drive.
The J. Walter Thompson executives
thought the idea was good and Ham-
mond called a network meeting to sug-
gest some kind of presentation. Those
who attended that historic meeting in
his office were Ivor kenway. ABC vice-
president; Dave Frederick, then adver-
tising director of CBS; Louis Haus-
man of CBS: and E. P. H. James, then
vice-president of Mutual.
At about the same time a similar
scheme was brewing within the NAB.
But it was the network group which
was first to get together on a project
with a definite budget I a total of $50,-
000 put up by NBC, CBS, ABC). The
Gordon Gray, chairman of the All-Radio Presentation Committee
The if did the work
The story presented on these pages tells the full history of the
All-Radio Presentation. Here are the names of the committee
members without whose efforts there wouldn't have been any story:
Gordon Gray (WIP), committee president — chairman; Victor M.
Ratnor (formerly CBS, now with R. H. Macy), vice president in
charge of production; Maurice B.Mitchell ( BAB ), secretary; Herbert
L. Krueger (WTAG), treasurer; Ivor Kenway (ABC); George
Wallace (NBC); W. B. McGill ( Westinghouse Radio Stations, Phila-
delphia); Lewis Avery ( Avery-Knodel, Inc.); Frank E. Pellegrin
(Transit Radio, Inc.); F. E. Spencer, Jr. (George P. Hollingbery
Co.); Ralph Weil (WOV); Leonard Asch (WBCA); Will Baltin
(TBA); Bond Geddes (RMA); Ellis Atteberry (WJBC); Harry
Maizlish (KFWB); Irving Rosenhaus (WAAT).
>*
V
,\
FILM EDITORS EXAMINE VARIOUS "TAKES." THE BEST ONES WERE THEN SELECTED FOR THE FINAL VERSION OF THE MOVIE
networks at that stage had no idea as
to what form their presentation would
take. Their first problem was to get
the right man to produce it. They
wanted someone who knew radio but
was not of it. someone who could look
on radio problems with perspecti\r.
Victor Ratner got the job. For
many years he'd been an outstanding
promotion man for CBS. But in 1947
he was out of the radio industry and
running his own public relations and
promotion business. For these reasons
the network group felt his background
was ideal and retained him to produce
their presentation.
Ratner went to work for the net-
works in the summer of 1947. imme-
diately suggested the presentation be
given in the form of a movie. That
was about as far as he got before he
was back right smack in the middle of
radio as vice-president in charge of
promotion for CBS. It was agreed.
however, that he would go on with
production of the network presentation
in his spare time and without a fee.
Meanwhile. NAB plans also were
coming to a head.
The chairman of the Sales Managers
Executive Committee of the NAB for
1947 was Gene Thomas, now general
manager of W'OIC. then with WOR.
Thomas knew that sentiment at that
time was running high among NAB
members for some kind of all-radio
promotion drive. Recognizing this de-
sire on the part of the membership, he
i Please turn to page 82 i
Scene from film (below left) shows journalism professor giving talk which slights radio advertising. Maurice Mitchell makes rebuttal (below right)
I \ ■
WHAT IF ALL ITEMS FROM AVERAGE HOME THAT RADIO SOLD WERE THROWN OUT ON LAWN? SCENE (ABOVE) IS ONE RESULT
FACTS THAT TALK
II i-lili-his culled from the extensive research
that wciii into All-ltadio Presentation film
Radio in the I nited Mate-, like gov-
ernment in the I nited States, derives
it- great power essentially from tin-
people, ami nowhere else. People have
accepted radio overwhelmingl) as .1
dominant habit in their lives.
It i- more intimatel) associated with
more people than movies, magazines
ami newspapers, bathtubs, or tele-
phones. 'I hi- and much more is
summed up in the Ul-Radio film.
LIGHTNING THAT TALKS.
Bui the ti ue expei iences depicted in
the movie in which radio sells dia-
monds in a department store; builds a
chain of supermarkets; puts a milk
compan) in business 'and makes it a
leader in its area I ; opens doors to in-
surance salesmen, these typical su< ess
stories do not "tell all."
Thousands of man-hours of research
went into the preparation of data from
which the presentation \\a- finally
strained. Following are some of the
highlights presented in the film either
direct!) or 1>\ implication, ["he theme
might be "" America the Market I'lace —
How Radio Reaches and Sell- It."
• • •
Hie market place is people. Since
1930 alone, 20,000,000 morr of them.
In L930: 123.0 millions: 1948 (Oct.) :
1 50.0 million-.
40
SPONSOR
Families grow still faster. In L930:
29.9 millions: 1948: 38.6 millions.
The market place is land. America's
great regions are almost nations in
themselves. Each has marked, homog-
enous characteristics of its own: Far
West, Mountain States, Southwest.
South. Middle West. New England.
Middle Atlantic States, etc. The land
has so much climate it's always sum-
mer somewhere in the I nited States.
America is the greatest market place
on earth. It has been able to develop
its resources far more than any other
area in the world. And there's a rea-
son. It's not in our vast land area or
natural resources I other nations had
more of both I .
Not in the increase of our popula-
tion {other nations have more). \ ot
in our isolation from other countries
during our formative years [others
have been more isolated I .
The answer lies in all these things
plus something else — something that
Ben Franklin helped to design and start
— our political democracy. This great-
est of all experiments in self-govern-
ment made unique economic patterns
in America, too.
It stimulated more people to produce
more wealth. It spread the forces of
competition over more products . . .
stimulated more people to produce bet-
ter values . . . distributed more wealth
over more people.
The Mass Production Of Customers
Mass production of goods is mean-
ingless without mass consumption -
just as it is helpless without mass dis-
tribution and voiceless without mass
advertising. We have created custom-
ers faster in the past twenty years than
at any other time in our historv. In
1906 Wbodrow Wilson said: "Nothing
has spread socialist feeling in this
country more than the automobile . . .
they are a picture of the arrogance of
wealth with all its independence and
carelessness."
But socialism didn't come — people
got automobiles instead . . . and refrig-
erators, electric toasters, washing ma-
chines, telephones, etc. The mass pro-
I Please turn to page 121 I
How big is Radio?
1 fiW
families
families
Auto
families
42,800.000(95%
Source. BAB Estimates lor 1951
How much do they listen daily ?
U.S. radio family-listening: by INCOMES
U.S. AVERAGE 4 h,s 32'
1 hi 1 hrs 3 hrs 4 hrs.
upper
incomes
^BSS^
middle
incomes
lower
incomes
4 h M3'
4* 37'
4* 45'
U.S. radio family listening: by CITY SIZE
U.S. AVERAGE 4 h,i 32'
3 hrs. 4 hrs.
4 K 37'
k£li
medium size
cities
small cities
and rural
4 h,s 28'
4 lri 33'
Surer i. C Hiilsia Ci.
30 JANUARY 1950
41
Maurice Mitchell hands his secretary an order for the All-Radio film LIGHTNING THAT TALKS
Premieres
don't come often
How lo make Mm* mosi of vour local showing
of I M.IMMM, THAT TALKS
Across the nation advertisers and
advertising men are getting their first
look at LIGHTNING THAT TALKS
this month. All who see the film will
realize that long. hard, and effective
work went into its production. But
there's another side to the story. A lot
of hard work is being done now as
well to promote the movie and distrib-
ute it efficiently.
It's the local subscribers who bear
the brunt of this post-production work.
But the All-Radio Presentation Com-
mittee itself is helping to make sure
that viewers enjoy the movie by dis-
tributing well thought out suggestions
for showings.
Subscribers have found that sugges-
tions of the All-Radio Presentation
Committee are easy to execute. And
promotions are being directed largely
by top management, thus lending the
presentations necessary prestige.
Plans for the various premieres are
being completed by local committees.
These organizations have a free hand
in preparing their presentations, with
the All-Radio Committee on the side-
lines, ready to help only when called
upon by subscribers.
Some local committees are schedul-
ing luncheon premieres. Many are
making the film showings part of high-
lv publicized dinner parties. Lunch-
eon presentations are generally limited
to one and one-half hours.
At cocktail parties it is recommend-
ed that the film be shown first, with
cocktails immediately following. Din-
ner premieres are elaborate and in-
clude entertainment. The movie is
shown immediately following dinner
whenever possible.
New York City's gala presentation
is typical of what is being done
throughout the nation on a smaller
scale. The combination dinner and
premiere is to be held in the Grand
Ballroom of the Waldorf-Astoria,
March 1. Twelve hundred prominent
guests are invited and Bing Cro-l>\
and Bob Hope will be among the per-
formers. Fred Waring's orchestra will
supply the music. And General Dwighl
I). Lix'tiliowcr is tentatively scheduled
to speak about the radio industry in
the next half century .
To keep the presentation paced
properly, the New York committee
felt it was necessary to close the eve-
ning with a strong event. The night at
the Waldorf, therefore, ends with an
open discussion. Guests can comment
about radio as a successful, conlinual-
42
SPONSOR
ly growing medium,
moderator of the American Broadcast-
ing Company's program "Town Meet-
ing of the Air," will preside.
A number of foremost Americans
are to precede the session with brief
topic summaries. They are: Henrv
Ford II; Harvey Firestone. Jr.: David
Lilienthal; Harold Stassen; and others.
Through hard-hitting promotions
the All-Radio Committee is arousing
9trong national interest in the film.
The approximately 600 stations plan-
ning to show the movie in their com-
munities will find an eager, receptive
audience of local businessmen.
Subscribers have found that there
are many advantages in holding collec-
tive showings. Expenses are lighter;
the presentation bigger. The combina-
tion of working facilities and top
brains can produce the promotion with
least effort. More high ranking busi-
ness people are reached. Although the
cost for a single organization is rela-
tively low in a collective showing, the
total expenditure is a sizable amount.
Many communities have only one
subscriber station. Such stations have
found it advisable to invite non-sub-
scribers to participate in the premiere.
Here, too. expenses are shared and the
operation expanded. The guest lists
are increased; more advertisers are
reached more easily.
Subscribers scheduling individual
premieres favor the use of 20-minute
condensations cut from the master
film. There are two such condensa-
tions. One shows the social benefits
of radio in America. The other em-
phasizes success stories and is intend-
ed as a sales clincher.
Plans for many local showings are
already concrete.
In Charlotte. North Carolina, sta-
tions WBT. WSOC. WAYS, and WIST
are co-sponsoring the presentation for
the city's key business people. A sec-
ond showing is planned for owners of
small businesses, many of whom are
potential sponsors.
The Phoenix. Arizona, showing co-
incides with the Board of Directors
meeting of the National Association of
Broadcasters. President Justin Miller
and the entire Board will attend this
premiere.
Baton Rouge, Louisiana, business-
men are to see the film at a special
luncheon. Stations WAFB, WJBO.
WLCS, and WLCA are getting this
showing into shape. The premiere will
(Please turn to page 62)
George Denny. Filtn «».v<-/i «m/<« makes «nr<» I K.ll I \!\(. will 'strike'
One of Modern Talking Picture's 26 exchanges distributing prints to stations throughout the nation
Prints returned to exchange after a premiere are closely insp
mage by servicemen
Film being rewound in cleaning apparatus is checked by servicemen to guarantee perfect print
30 JANUARY 1950
43
ANNOUNCEMENT OF THE RADIO SPECIAL ON ME TOO'S MORNING MUSICAL CLOCK PROGRAM BROUGHT OUT THIS CROWD
What would you do with a carload of over-ripe peaches?
Here's how Me Too handled the problem
They had
to use radio
Success Story No. 1
in LIGH I MV. I HAT I \i.Kn
,{ Housewives say fresh peach special is good buy, go to market early
I Me Too manager considers items for the next day's radio spacial
£ Decision made, housewives hear about it on 8:30-9:45 musical clock
"What made this happen?"
A mass of people jamming the streets
around the ME TOO supermarket in
Cedar Rapids, Iowa. A long line of
people stretching clear around the
hlock. Head of the line at a truck of
peaches in front of the store. People
buying crates of fruit directly off the
open back of the truck.
Ben Franklin, coming upon this
scene in LIGHTNING THAT TALKS.
wonders in astonishment what's behind
it. As a matter of fact, the truck and
people weren't "props" and "extras";
the buying and selling wasn't just
acting for the camera.
This was the real thing.
The cameras actually caught the
opening of business one morning at
Bill Drake's ME TOO No. 1 supermar-
ket. And it happened because of a
radio program. I The same thing hap-
pened simultaneously at eight other
Drake stores in the area. I
For Bill Drake, in 1936. there
weren't any supermarkets. He operat-
ed Drakes Store in Blairstown. near
Cedar Rapids, and four small stores in
nearby towns. Then Weaver Witwer,
Drake's wholesale grocery supplier,
bought the old Post Office building in
Cedar Rapids with the idea of convert-
ing the lower floor into a grocery. He
thought his aggressive, up-and-coming
friend Bill Drake was just the man to
break into the fiercely contested Cedar
Rapids food market. W ith W itwer's
blessing. Drake was willing to try.
The store was ready for business in
August, 1937. Meanwhile, salesmen
from the Cedar Rapids Gazette and
station WMT had been assiduously
wooing Drake. On their side, the news-
paper salesmen had the force of tradi-
tion. Newspaper space was the natural
medium for any retail outlet, particu-
larly a food store. It gave the house-
wife-shopper an opportunity to study
the "record" of items and prices of-
fered, etc.
At that time the now famous Lazars-
feld study comparing the effect of
newspaper ads and radio commercials
[Please turn to page 66)
J Peach special sold by crate. Farmer buys extra supply for canninc
t» You Did? manager learns radio special sold out by noon in stores
PROBLEM
Success Story No. 2
in LIGHTNING THAT TALKS
MUt^tt 'tlttH
CUSTOMERS
LIGHTNING THAT TALKS makes
the point that radio can sell anything.
To help prove that point the movie in-
cludes a sequence ahout an air cam-
paign that sold diamonds diamonds
by the dozens. The sequence concerns
a department store manager who made
an exacting comparison test of radio
versus newspapers. He spent $400 in
newspaper advertising one month, then
matched it another month with $400
on the air and got this result :
The black and white ads sold only
two diamonds in a month.
The radio commercials sold over 1QQ
diamonds in two weeks, later account-
ed for many more.
Locale for this fascinating advertis-
ing experiment was Columbus, Geor-
gia. An industrial center with a popu-
lation of 175.000. Columbus is on the
states western border and can draw
business from many counties in Ala-
bama as well as from nearby Fort
Benning. the world's largest infantry
training camp. The second biggest de-
partment store in this active business
town is the one that sold diamonds on
the air — Davison's.
Davison's in Columbus is one of a
chain of four stores (formerly Davison-
Paxon ) in the South (other three are
at Atlanta. Macon. Augusta). All of the
Davison stores are affiliated ivith H. H.
Mac) & Company.
The Columbus branch opened just
PROBLEM: manager of department store
tells radio station man he has sick baby
INTEREST: teaser campaign on air at-
tracts interest of potential diamond buyers
CUSTOMERS: soon after air campaign be-
gins the "sick baby" is a thriving department
SUCCESS: store manager congratulates ra-
dio station man, promises to stay on the air
SUCCESS
couldn't sell diamonds
Then along came an enterprising' radio station president who
asked for $400 and just one month
about a year ago in a brand-new build-
ing with a modernistic front. There
was something new inside as well. For
the first time in the history of depart-
ment store operation in that part of
Georgia, the new store had an expen-
sive jewelry department. Previously
department stores in that sector had
sold only low-cost costume jewelry.
To start his jewelry department off
with what he hoped would be a bang,
the manager of Davison's began a daily
newspaper campaign. Each day for a
month he placed twenty to thirty inch
displays in the two local papers push-
ing the jewelry department. Cost at
the Davison's discount rate was about
$1.00 a column inch and the total
black and white bill for a month came
to $400.
But instead of a bang there was a
fizzle. In a month only two diamonds
were sold. Although other jewelry
items did move, slowly, diamonds were
the important thing. They are the big
mark-up items on any jewelry counter.
Bill Byrd, Davison's manager, knew
what the trouble was. People in that
area just weren't used to going into a
department store for diamond rings
and bracelets. He had a job of educa-
tion on his hands.
Actually, Byrd seemed to have every-
thing in his favor. He could offer dia-
monds at ten percent below rates of
local jewelers; his store in general was
doing a good business, had acquired a
fine reputation. But newspaper ads had
failed to ram his story home. Byrd
called in a friend from the local Ki-
wanis organization and asked for sug-
gestions. It was a wise move.
The Kiwanis brother was Allen
Woodall, president of WDAK, a Co-
lumbus 250 watter which was then an
ABC affiliate ( NBC affiliated since Sep-
tember 1, 1949 1 . The conversation
Byrd and Woodall had at that time is
reenacted in part in LIGHTNING
THAT TALKS. It was significant be-
cause it shows how a reasonably typi-
cal local merchant ivho has never used
radio extensively reacts and thinks as
he prepares to go into broadcast adver-
tising. Here's about the way it went:
Byrd: "You know I've got a sick
baby on my hands. You've been tell-
ing me I ought to use radio since we
opened up. Maybe this is the time.
{Please turn to page 96)
Director of movie gives acting pointers to radio man and store manager This setup was needed to film night scene (see picture p. 46)
The big drive
In San Francisco, Marin Dell milk
shot from fourth to first place in one
year. And radio gets the credit
Success Story No. 3
in LIGHTNING THAT TALKS
The people of San Francisco county
bought enough Marin Dell milk in that
cooperatives first year of operation to
make it the number one distributor of
milk in the county. That was in 1935.
Today. 14 years later. Marin Dell is
still the leader. And it didn't take a
miracle to keep it that way.
In the teeth of fierce competition
from long established regional and na-
tional distributors — more than a dozen
of them originally — it seemed that the
Marin Dell Milk Company would need
a miracle even to break into the
San Francisco market.
But a certain Thomas Foster didn't
pre-dawn 3
all routs plant superintendent MacDonald out to man truck in opening San
ose route. Radio had already pre-conditioned customers to Marin Dell
look at it that way. He knew that retail
outlets would have to take the Marin
Dell line if enough of their customers
asked for their products by name. And
he figured the "'miracle" to make that
happen had already come to pass. It
only required, as he saw it. adaptation
to the Marin Dell problem.
Members of the newly formed dairy
cooperative elected Foster general man-
ager back in 1935 not just because he
had a reputation for getting things
done and because he knew the prob-
lems of milk distribution. He was also
a man with ideas. They called him
"progressive."
So when KFRC s commercial man-
ager Merwyn L. McCabe huddled with
him over the problem of cracking the
tough San Francisco market. Foster
didn't wince at McCabe's recommenda-
tion that he allocate 100% of his rela-
tively small advertising budget to one
medium — radio.
In 1935 radio's power to force dis-
tribution, then keep on selling, no long-
er seemed a miracle to those who had
learned to use it. Marin Dell would
set up no house-to-house routes, em-
ploy no house-to-house canvassers.
They had to persuade retailers to make
room on their already crowded refrig-
erator shelves for another brand of
milk. Dealers weren't going to be
happy about it. This distribution would
have to be forced. This was a job for
a radio station.
McCabe felt KFRC had an answer.
He recommended KFRCs talented m.c.
Dean Maddox as the man who could
engineer enough enthusiasm from
housewives and others to make retail-
ers take on the new line. Maddox, or
Budda as he called himself profession-
ally, had a program known as "Budda's
Amateur Hour. It was an hour-long
show aired from 8:00 to 9:00 on Sat-
urday nights.
One of the earliest and best of the
local amateur talent shows, it had a
big following, then as now. Success of
the program, as with all shows of this
type, depended maitiK on the person-
alis of the m.c.
Listeners liked Budda in the inti-
matel) personal wa) peculiar to radio.
The Feeling of viewers for television
stars is not comparable to the feeling
of rapport between a listener and his
fa\orite radio performer. Because peo-
ple liked Budda the\ liked to lun what
he recommended. So Foster bought
Budda. He stipulated that Budda do
the commercials.
i Please turn to page 95 I
48
SPONSOR
hr|/\|lf for Marin Dell: A single truckload of dairy products heads out of San Francisco to San Jose 40 miles away. It's new territory for
llwlll Marin Dell, which just got flash competitor was about to beat them in. Other pictures on these pages show what happened
Truck arrived on time to beat competitors, was waiting with early customers in front of some stores before opening time
mOOtl IACO shoppers assure Marin Dell representative and «4 l||l|TIA family which has enjoyed Marin Dell show discusses
bdll JUOC retailer they'd like to buy Marin Dell products Ol IIUIIIC cc
30 JANUARY 1950
:ompany's milk. Radio helped to boost product
49
50
SPONSOR
GPOg
Ever since the early part of the twentieth century when commercial broad-
casts first began, advertisers and their agencies have sought a formula
that would assure maximum sales results from the use of radio.
Today, after proving this formula for a period of over twenty-three years,
Fort Industry has put it on paper so that it may be readily understood. Here's
how it works: —
The "C" in the above formula represents Coverage, which all Fort Industry
Stations deliver in generous amounts. The "GP", quite logically, represents
Good Programming. On-the-spot Alert Management is represented by the
symbol "AM", and "Og" stands for Over-all Guidance by experience-equipped
management.
"BPI" represents the most important part of the equation — Broadcasting In
The Public Interest and community service — factors which have given character
to each individual Fort Industry Station, and earned for each the status of a
local institution, affectionately regarded, and believed in by local listeners.
"7S" for seven Fort Industry Stations is preceded by a multiplication sign,
and we arrive, finally, at our goal, LISTENERS PLUS SALES. This conclusion
is extremely important because, attracting listeners is one thing, but sales
results are another.
So it's the sum of all the ingredients in the equation which enable all Fort
Industry Stations to deliver listeners who respond. Q.E.D.
THE FORT INDUSTRY COMPANY
WSPD, Toledo, O. • WWVA, Wheeling, W. \ a. • WMMN, Fairmont. W. Va.
WLOK, Lima, (). • WAGA, Atlanta. Ga. • WGBS, Miami, Fla. • WJBK, Detroit, Mich.
WSPD-TV, Toledo, O. • WJBK-TV, Detroit, Mich. • WAGA-TV, Atlanta, Ga.
National Sales Headquarters: 527 Lexington .lie., New York 17, Eldorado 5-2455
30 JANUARY 1950 51
JACK BERCH, FOLKSY SINGER, REACHES HOUSEWIVES IN THE MORNING. HE HAS PRODUCED MANY LEADS FOR PRUDENTIAL
Success Story No 4.
in LIGHTNING THAT TALKS
Radio opens doors
When a Prudential agent goes a-calling.
he knows the weleome mat is out
Onl) a few seconds of LIGHTNING
THAT TALKS are devoted to the
scene in which a Prudential Insurance
Compan) agenl gets his foot inside a
kii< lien door (see pictures). \<\ thai
shoi i dim sequence tells the basic phi-
losoph) "I Prudential radio advertis-
ing : "prepare the wa) foi oui agents."
Ii was included in the mo^ ie to show
how an outstanding advertiser uses
broadcasting to help markel an in-
tangible product.
I'i udential, like other successful ail
advertisers among insurance com-
panies, does nut ii \ in sell insui an< e
over the air. Instead, it aims al sell-
ing the company, tries to build a posi-
tive reaction i<> the Prudential name.
The companj feels thai insurance is
actually a custom-tailored product,
tailored to the income, famih size, and
standards of each famih : and thai
merchandising this highl) flexible item
in terms of a soap salesman's hoopla
would he foolish. I he basic objecth e
of it- radio advertising is to gel its
agents through the door. Then the
selling begins.
How doe- the I'i udential I I'm for
-hoi t i know uhelhei or not it has
gained its lo ft \ objectives? II it isn't
after direct sale-, doesn'l claim main
such lor its radio programs, how can
it tell what it i- getting for each of it-
radio dollars?
I he answer. I'm executives would
tell you, i- that the companj definitely
cdii'! inea-uic it- radio successes not
direct!} . I here"- no micro-cope for
measuring prestige. But there are
many, man] tell-tales signs of what
tadio ha- accomplished for I'rudential.
Taken together, these little siirns add
up to convincing evidence that radio
ha- done the intended job fur 1 'ill.
b2
SPONSOR
For example, there's the time Pru-
dentials good name helped win a law
case against overwhelming odds.
A policy-holder had died what
seemed to he an accidental death and
the widow applied for double indem-
nity, as allowed for accidental death
under the terms of this particular con-
tract. Company investigators made a
routine check and came up with defi-
nite evidence that the policy-holder
actually had committed an elaborately-
camouflaged suicide. I'm took the
case to court.
Usuallv. the odds are strongly
against an insurance company in such
cases. The jury listens to the evidence
and whatever the facts its S) mpa-
thies are with the poor widow, against
the wealthy corportion. Rut in this
case Pi u quickly won a unanimous ver-
dict in its favor.
The Prudential lawyer got to talking
with the jurymen after the case was all
over and one man volunteered this in-
formation: "We all know the Pruden-
tial wouldn't tr\ to cheat that woman.
I've been listening to the 'Prudential
Family Hour' for years and I'm sure
that the Prudential is an honest com-
pany."
Insurance company execs aren't
noted as raconteurs but they can tell
dozens of such little human-interest
anecdotes showing the effect of radio
on their business. Another interesting
proof of the faith radio can build was
reported to company headquarters in
Newark a short time ago.
A wealthy man died, leaving his af-
fairs in the hands of an incompetent
lawyer. The lawyer managed to jum-
ble up the dead mans papers suffi-
ciently so that there was a dela\ of
several months before a claim was filed
with the Prudential. Soon after, the
agent who had sold the polic) went to
visit the widow with the check due her.
He felt rather apprehensive, was sure
the widow would be put out over the
delay and blame Prudential.
Hut the lad) was gracious and
friendly, although completelv unaware
that the lawyer was to blame for the
delay. "I've just wailed patiently,"
she said, "because I knew Prudential
wouldn't have taken all this time un-
less there was a good reason." It
turned out the widow and her hu-band
had listened to the "FamiK Hour" to-
gether for years. Obviously she had
taken its commercials to heart.
I Please lain to page 75 1
APPROACH
Scenes taken directly from All-Radio film show how mention of Jack Berch softens prospect
30 JANUARY 1950
53
No. 1 of a series
I
♦
'Agatha!"
It was the Chief. Something
wrong. Orange juice in the
inkwell again? Anything
could happen in the Miami
office of the U. S. Census
Bureau. Probably another
housing project that wasn't
there last night.
"Agatha! Where are the
blanhcty-blank blanks?"
"The blanks, Chief? The ones
we gotta get filled out?
Why, here they are on your
desk . . . all 267,739 of
them."
Efficient Agatha.
But the Chief knew that
wasn't enough . . . for
bustling, booming Mi-
ami in 1950 boasts 514,-
000 . . . over a half mil-
lion consumers of over a
half billion dollars
worth of goods at retail.
It takes a big station to
cover a big city and 20
extra counties. It takes
the station with the
highest share of -audi-
ence, the top network
and local shows. Any
,Katz man will prove it.
RTS. . .SPONSOR REPORTS...
—continued from page 2—
Radio audience turnover
builds circulation
Magazines have been talking about their "audience"
figures (not ABC circulation figures) — the number
of different people who read a given issue of a
magazine in a month. Unlike the magazine calcu-
lation, radio listeners, most of them, have heard
the same program two or three or four times in that
month. This is the "turnover" factor. The CBS
study "Roper Counts Customers" found that in 1940,
17 individual programs on CBS alone had net audi-
ences larger than LIFE 'S total "monthly audience"
(26,000,000) in 1948! The same study showed:
26 CBS programs had a monthly audience of over
10,000,000 people
19 had a monthly audience of 20,000,000
12 had a monthly audience of over 30,000,000
5 had a monthly audience of over 40,000,000
Turnover
sells goods
The "turnover" concept is extremely important to
advertisers. Roper showed that most people listened
two or more times to the same program in the month,
and that even the people who listen less than every
week buy more goods because of the program.
Listeners wrote 70,000,000
letters last year
The people's attitude toward radio is expressed in
the way in which they correspond with it. Last year
more than 70,000,000 letters (exclusive of premium
and direct mail orders) found their way to spon-
sors, networks, and stations. One of them to a
network came from a housewife in Michigan and sums
up what radio means to America:
"My radio is my teacher. I am an ordinary house-
wife with five little pairs of hands tied to my
apron strings, so plays, concerts, books and news-
papers are not for me, but thanks to my radio, life
is not too hum-drum.
"While mending, dusting or washing dishes, com-
mentators and book reviewers keep me posted, or
talented announcers intrigue me with quiz ques-
tions. I am constantly learning. Music, all kinds
— and I have my choice.
"Wonderful to enjoy all this with little effort. I
sincerely believe that God has led man to develop
radio to use as one of the most powerful forces in
shaping his destiny."
54
SPONSOR
WCAO has
the biggest audience* of
any radio or television
station in Baltimore!
* Hooper Station Audience Index for the City of Baltimore,
November -December, 1949; Total Rated Time Periods.
a
The Voice of Baltimore"
CBS BASIC • 5000 WATTS • 600 KC • REPRESENTED BY RAYMER
30 JANUARY 1950 55
Mr. Sponsor asks..
Mr. Pellegrin
The
Picked Panel
answers
Mr. A brains
\ continuing
-erie- (i! linii al
studies of radiu s
effectiveness for a
variet) ol l\ pes
of basic adver-
tisers-food, drug,
clothing, furni-
^^■^^-'
etc. . . .
Industr) sup-
port for the best
modern radio te\ll k at the high
school level, lo train the next genera-
tion of advertising people . . .
A revival of BMB or its equivalent,
to provide standard, uniform research
on all basic phases of radio rather than
JUSl one side of the i tulllst I \ . . .
An industr) drive to stop the chisel
deal, the per-inquir) racket, destructive
rate-cutting and internecine cut-throat
competition among station- . . .
\ solemn pact among all radio sta-
tions, network-, reps and others to sell
radio, and il the) feel a compelling
urge to compete, to lake il oul on othei
ad\ ei tising media . . .
\ campaign i<> enlist the same super-
lative cooperation from other retail
trade associations as is now being
given b) the NRDGA ...
Permanent support on an annual
basis, equal to thai given this past
veai i" the Mi-Radio Presentation, for
the industr) - mosl vital and energetic
inization todaj the BAB ...
A drive to enlist clos :i and pei ma
neni participation of all others who
live in whole 01 in pari olT the radio
•In addition tu I I <. II I MM. THAT TALKS, what can
bo floiio lo liolp .soil broadcasting as an effective
ad vor Using moil in in?"
George J. Abrams
Advertising Manager of
Block Drug Inc., Jersey City, N. J.
Mr. McGill
industr) — program producing com-
panies, record manufacturers, music
libraries, news services, set manufac-
turers, and even the radio departments
of advertising agencies . . .
Peabody awards for the best com-
mercials of the year . . .
Frank K. Pellegrin
/ i< e-Presidenl
Transit Radio Inc.
\ ew } ork
LIGHTNING
THAT TALKS
is an excellent
springboard for
radio — a won-
derful opportu-
nit\ for the in-
iluslrs to increase
its tempo. How-
ever, to maintain
its continuing
progress, the ra-
dio people and particularl) the local
stations must make plans for a follow-
up promotion.
I have no doubt thai the Ul-Radio
Presentation film will generate a favor-
able state of mind for radio. Il is up
lo the hundreds of stations all over the
countr) to maintain this condition.
I his ran onh be done b) a continuing
-cries of promotions designed to -how
businessmen, be the) radio advertisers
"i non-advertisers, the benefits of ra-
dio as a "selling" medium.
In the Inline, when an salesman
goes to sell he should have a plumed
presentation read) to show to people
who have seen the film. He musl -how
how program and time can be har-
nessed to the purticular advertiser's
purpose. Radio is .1 versatile, power-
ful and persuasive medium and the
advertiser who doesn'l use radio musl
be -how n w hat radio can 1 1< >.
Mr. Hammond
Radio can sell and il can serve. Il
is ujj to the industr\ to prove it.
\\ . B. Mc Gill
Advertising & Sales Promotion )lu./.
It estiiifilioiise Radio Stations
Philadelphia
The job to be
done is to resell
everyone on the
gigantic power of
radio as an ad-
vertising medium
and to sell it to
those who have
not been sold be-
fore. LIGHT-
NING THAT
TALKS will help
but it can't begin to do the job
alone. It must be merchandised to
all as a backdrop for individual
presentations b\ networks, spot radio.
individual stations, representatives,
etc. Ol course, the storx of the film
should be told in booklel form as
planned . . . and given the widest circu-
lation possible. In addition, the net-
works musl continue to sell radio hard
in collaboration with agencies and all
other interested groups. BAB musl
furnish a Constant How of success
-lories. The Industr) generall) sta-
tions and probabl) networks- must
overhaul their thinking about point-of-
sale merchandising ol radio programs
because il is vital to the success ol a
-how once it is on the air. I he pro-
gram people musl also overhaul llieii
ideas about program techniques to
meet changing conditions and compe-
tition. \nd. finally, the indusl 1 \ should
concentrate on il< >< uinenlini; the sales
effectiveness of radio. Ml factors
-hould u:ei behind ihi- enormoush i 1 11 -
%
SPONSOR
Mr. Weil
portant project which probably should
be coordinated by one group.
Charles Hammond
Vice-President
NBC
New York
To sell broadcast-
ing as an effec-
tive advertising
medium, we be-
lieve the indi\ id-
ual station must
approach the
p r ob le m i n a
manner specifi-
cally designed to
assist both adver-
tiser and agency
in directing their advertising to known
individuals rather than trying to reach
the unknown mass audience. Stations
must present authentic basic facts
obtained in the field as to who lis-
teners are, where they live and shop.
what they earn, spend and buy, what
they like and dislike and what they
plan for tomorrow. Up-to-the-minute
information on defined listener groups
combined with merchandising assis-
tance eliminates costly guesswork.
By providing this extra service for
advertisers and permitting them to
purchase time based on established
facts, we can help sell broadcasting as
a more effective advertising medium.
Ralph N. Weil
President
Radio Station WOV
New York
At the very incep-
tion of the All-
Radio Presenta-
tion back in 1947,
it was felt by the
original group
that the proposed
film LIGHTNING
THAT TALKS
should not be the
only joint effort
Mr. Kenway to b e undertaken.
Having brought all elements of the
radio industry together on an initial
project, it seemed reasonable to sup-
pose that some continuing acti\il\
would be in order.
It is true that LIGHTNING THAT
TALKS is more than a one-shot pro-
motion. After initial showings across
the country, city by city, under the
sponsorship of local station groups
there will be. I hope, intense activity as
presentations are made b\ individual
30 JANUARY 1950
Watch the
New WDSU
Sponsors in New Orleans
Have "Seen the Lightening!
Over 60 leading local firms and more
than 45 national advertisers "saw the
light"- ning during the past year and
became new WDSU sponsors.
While pioneering TV in the Deep South,
we are ever mindful of the continuing
impact or radio and have greatly increas-
ed our AM facilities; completely new and
up-to-the-second radio studios will soon
be in use.
WDSU is building a greater future for
both AM and TV in the South's Great-
est Market!
Ask Your JOHN BLAIR Man!
EDGAR B STERN, JR
Partner
ROBERT D. SWEZEY
General Manager
LOUIS READ
Commercial Manager
57
stations to individual prospects — a
great main of whom I also hope will
be concerns who have never used radio
as an advertising medium.
But after a certain period of time —
perhaps six or eight months — will
come the need for new and continuing
promotion. I think it is not too early
to start making our plans now for that
period in the latter half of 1950.
Ivor Kenwak
/ icr- 1' 'resident
lineriean Broadcasting Co.
\ ew ) ork
It may seem
strange to take an
objective look at
the question of
how to sell so
well proven an
advertising med-
^A ' C- ium as radio at
^ the game . . . it's
almost like telling
Mr. Barnes vr » n
a [Notre Dame
football team how advantageous it is
to "go out there and win." But as foot-
ball has progressed a long distance
THE RICHMOND, VIRGINIA
MARKET IS BETTER \
THAN EVER BEFORE! <d&
According to the
U. $. Department of Commerce, the national
merchandiser will find a good market in this area.
The diversification of industry is broader than might be
imagined and payrolls ore prosperous.*
WRNL saturates this steady, growing 3-
QUARTER BILLION DOLLAR MARKET
where EFFECTIVE BUYING INCOME. RE-
TAIL SALES, and POPULATION (the fig-
ures you live by!) continue to grow at a rate
which exceeds both state and nation!
WRNL's 50-to-100% BMB coverage of this
39 - county area means high - powered sales
impact in 115,630 radio homes — and the fa-
cilities of WRNL'a magnificent Radio Center,
encompassing the very last word in technical
equipment and construction, staffed with
competent, trained personnel, give you the
FINEST in quality of broadcast!
*New Publication, "County Business Patterns/' by
Office of Domestic Commerce.
58
from the "flying wedge days" so has
radio advertising metamorphosed to
what it is today, and it deserves a re-
inspection by everyone in the industry.
Radio advertising today must be
sold in the strictest of business-like
terms. With the wide-spread accept-
ance of advertising and market-analy-
sis techniques applied to this medium,
the simple passage of time and the
incursion of advertising's new glamour
girl, television, radio has ceased being
the darling of the well-heeled sponsor.
This all reduces radio to a compara-
tively even footing with the other me-
dia. Well, where's broadcastings plus
factor? It's in dealer and point-of-sale
merchandising and promotion.
Many times in the past year I have
known of decisions in favor of radio
and in favor of one station or network
over another where it was not so much
wattage, BMB studies, production fa-
cilities and the like that clinched the
deal; rather, it was the amount and
kind of merchandising and promotion
assists guaranteed by the station or
network. This is the new dimension
in radio advertising; coverage and
program is no longer enough; more
must be done to clinch sales. WLW.
Cincinnati, was a pioneer in this plus
service; a casual examination of their
available time for sale is proof enough
of how important this service becomes
to advertisers.
Recently, in behalf of our client,
Helbros Watches, we contracted for the
"Richard Diamond. Private Detective"
program, starring Dick Powell, over
NBC. Many fine program properties
and good time segments, all at the
right price, were offered to us. What
decided us in favor of "Diamond" and
NBC was the terrific merchandising
and promotion campaign we were able
to set-up through NBC and Powell.
Not only will the network give a con-
sistentlv heavy national push, but they,
with us, are themselves going to pro-
mote to the dealers and the consumer,
as will each of their member stations
on the local level.
Of course, a watch is a product ad-
mi rablv suited to this kind of treat-
ment: but there is no advertisable
product in existence, from corn flakes
to Alsatian saddle-soap, that won't
show a noticeable sales bump with this
kind of coordinated advertising.
Howard G. Barnes
Vice President
Radio & Television
Dorland, Inc.
SPONSOR
MUTUAL
WLEC
1450 KC
ONE OF THE GREATEST LITTLE STATIONS IN THE NATION!
99.8
RENEWALS!
PROMOTION!
POPULATION
COVERAGE!
PROGRAMING!
MON THRU FRI.
WLEC
A
B
C
D
E
8 TO 12 NOON
41.6
29.2
15.9
8.5
0.8
1.5
12 TO 6 PM
48.5
25.3
12.4
6.1
2.1
1.6
6 TO 8 PM
35.9
31.1
11.9
10.4
3.0
2.2
8 TO 10 PM
26.1
38.2
18.1
6.8
2.0
2.0
if WINTER 1949 HOOPER INDEX
just ask EVERETT-McKINNEY and learn
ONE OF THE GRANDEST VALUES IN
RADIO ADVERTISING TODAY!
30 JANUARY 1950
59
The
four
pages
Late in 1946 sponsor hopefully published the
first issue of a unique magazine devoted 1 (►()*' (
to helping advertisers and advertising agencies
appreciate, evaluate, and effectively tise radio
and television advertising.
Every year since its inception sponsor has
issued a report to its readers describing its
state of health, its growth, what it has done,
what it intends doing. When a magazine serves
an industry we believe that its readers are en-
titled to such information.
Herewith are some facts of particular interest.
As of the issue of 30 January. 19:50. sponsor
had published 4.424 pages. Of these. 744 pages
Xvere printed in the first year. 1494 pages in the
second, 2186 pages since.
About 53% of the total linage has been de-
voted to editorial. 17' ', to advertising.
sponsor started with a staff of eight. One year
later it had twelve. Today it has twenty.
for buuerd of radio and (elevLsion
sponsor began its career as a monthly. When
the need for more frequent publication became
apparent it shitted to bi-weekly operation
<every-other-Monday) , a schedule that it lias
maintained since the beginning of 1949.
Simultaneous with going bi-weekly, sponsor
was granted second-class mailing privileges. In
slightly over two years sponsor has succeeded
in converting considerably more than 50% of
its guaranteed 8,000 copies to paid circulation
— at the highest subscription rate in its field.
Today sponsor has more paid subscriptions
among national advertisers and agency execu-
tives than any other trade publication devoted
to radio and television. It has more than twice
the total advertiser and agency circulation of its
nearest competitor.
During the problem-rift year 1949 sponsor's
opportunity to serve the broadcast advertising
industry hit its lull stride. Before the Broad-
cast Advertising Bureau became a reality spon
sor editorialized time and again on the urgen< \
of an industry promotion-and-selling bureau.
The Big Plus, Radio Is Getting Bigger, Let's
Sell Optimism (adopted by hundreds of sta-
tions and reprinted by the thousands) were
created and published during 1949. sponsor
aimed its "pictorialized facts-and-figures tech-
nique" on timely subjects. In addition to its
regular issues it produced, during the year, the
Summer Selling Issue, Fall Facts Issue, NAB
Evaluation Issue, 99 TV Restdts (three print-
ings) , Farm Facts Handbook.
These are some sponsor contributions, over
and beyond its normal activity, to its readers.
We believe that sponsor's growth is in pro-
portion to its fulfillment of outstanding indus-
try service.
In this crucial year 1950 we believe that
sponsor is on the road to greater achievement.
510 Waclison ^Avenue, fjew IJorh 22
NEW YORK
WILL BEGIN OPERATION
on
5,000 WATTS POWER
ON OR ABOUT FEBRUARY 15
WWRL delivers its selling signal to 9,005,442 potential
buyers in the rich, greater New York.
WWRL covers America's Greatest Buying Market at the
Lowest Cost.
WWRL specializes in foreign languages and the Negro
market.
1600
The HIGH Spot on the Dial'
62
PREMIERES
I Continued from page 43)
be widely publicized.
Joint showings are scheduled in Ma-
con and Columbus, Georgia, and in
Cedar Rapids. Iowa.
No audience will be left untapped
by subscribers. Many stations are
placing prints in libraries and univer-
sities on the theory that the student of
today is the advertiser of tomorrow.
To insure safe and punctual delivery
of the film to subscribers, BAB has
hired Modern Talking Pictures; this
outfit will work out distribution.
BAB's Maurice Mitchell and his sec-
retary. Virginia Rolls, got things roll-
ing by telling MTP's executives about
presentation dates of subscribers.
MTP determined the number of prints
to be placed with each of its 26 film
exchanges; these are located in the
major I . S. cities. In areas where
the demand for prints was heavy, the
exchange nearby received many films
and vice versa.
Subscribers who need both a print
of the movie and a projector can get
help from Modern. The firm has 160
projectionists located in various
parts of the country. The projection-
ists will provide projector, screen, and
print at the designated place and time.
Mitchell has urged subscribers to make
use of these sendees, cautioned them
against hiring amateur projector op-
erators. An interrupted showing due
to some technical mishap can ruin an
entire presentation.
Subscribers who have their own
projector and screen equipment, or-
dered prints of the movie only. Prints
are sent to subscribers from the near-
est exchange. When subscribers con-
clude their premieres they return the
film to the exchange. There it is
cleaned, inspected I see pictures) and
then sent on to the next subscriber.
The overall success of LIGHTNING
THAI' TALKS, explains Maurice
Mitchell, depends on the consideration
and cooperation of all the subscribers.
Late film returns mean cancelled pres-
entation dates.
Should a subscriber fail to return
a film, or lose it. RAB has reserve
prints available. LIGHTNING THAT
I \l.kS i> the industry's most impor-
tant selling tool to date. And every-
thing possible is being done to make
sure subscribers can use it on time
and in the righl atmosphere. * * *
SPONSOR
WftDIB
Chicago's BEST
50,000 Watt BUY
A MARSHALL FIELD STATION
REPRESENTED
NATIONALLY BY
AVERY-KNODEL
30 JANUARY 1950
63
* 5.000.000
Lang-Worth Member Stations
to Share in Rich Bonanza of
Sponsors 9 Gold during I9SO
A Nation-wide survey, just completed, conclu-
sively proves that advertisers and agencies are
supporting Lang-Worth's plan to increase local
station income. This plan, initiated July 1947,
was designed to promote a greater use of the
Lang- Worth Library Service among advertisers
and agencies — to facilitate the use of this service
over Lang- Worth member stations and capture
advertising money that heretofore was directed
to local newspapers and other non-radio media.
I«0% DOLLAR INCREASE
According to signed reports from Lang-Worth
station members, advertisers and their agencies
spent $3,52 1,430 during the 12 months of
1949 sponsoring Lang-Worth production pro-
grams. This represents an increase of 160%
over 1947, the year the plan was started, and
66% increase over 1948.
Reports from member stations and interviews
with agencies all point to a still greater com-
mercial use in 1950, making the estimate of
$5,200,000 most conservative (see graph).
r»7:i
STATIONS I'Olllh
The figures used in this statement are based
upon signed reports received from 573 Lang-
Worth stations (92% of the total). Every type of
station was represented. From 50 KW's in
major markets to 250-watt outlets in suburban
areas. 55% were network, 45% independent.
I feel it important to emphasize that this
statement is restricted to income received solely
from a special group of shows conceived and
written by our program department and made
available to advertisers and agencies for spon-
sorship over Lang-Worth member stations. It
does not include several million dollars of
additional revenue from participating and disc
jockey programs built from the Lang-Worth
Library by the member stations, but not re-
ported in this survey.
The Lang-Worth shows included in station
reports were: The Cavalcade of Music, Mike
Mysteries, Through the Listening Glass, The
Emile Cote Glee Club, Meet the Band, Riders
of the Purple Sage, The Concert Hour, Blue
Barron Presents, Keynotes by Carle, The 4
Knights, Drifting on a Cloud, Salon Serenade,
Airlane Melodies, Pipes of Melody, Time for 3 A
Time and Your Community Chapel.
WHY 95,000,000 FOR »50
The normal trend of advertisers toward an
accelerated use of Lang-Worth Service during
the past 3 years (see graph), coupled with
*■ inner-circle"" reports from advertising agen-
cies and station representatives, more than
justify the statement that "$5,000,000 for 50"
is a modest estimate.
However, Lang-Worth will not sit by com-
placently and rest on yesterday's laurels. Rather,
we are now geared to use these success records
as the impetus for an even greater effort towards
fulfilling tomorrow's prophecy.
Lang-Worth Program Service will be still
more attractive to advertisers in 1950. New and
outstanding name talent is making our present
production programs even more inviting to
for '50 !
sponsors* gold. New IDEA programs, half-hour
and 15 minutes across-the-board, with separate
voice tracks and personalized announcements
are in the works . . . plus an abundance of
production aids and gimmicks which are made
possible only through the amazing NEW Lang-
Worth 8-inch Transcription.
NEW 8-INCH TRANSCRIPTION
Advertising agencies have a reputation to pro-
tect and must exercise extreme caution when
recommending a product for their client's use.
The NEW Lang-Worth 8-inch Transcription has
received the enthusiastic endorsement of every
advertiser and agency who attended the special
auditions held throughout the country.
Beginning April 1, 1950, all Lang- Worth
member stations will be equipped with full
service of the NEW Lang -Worth 8 -inch Tran-
scription. Not only is the product superior in
tonal fidelity . . . not only is the signal to noise
ratio greatly increased, but now, for the first
time, agencies can guarantee to their clients
brand-new, crystal-clear transcriptions. Now,
for the first time, agencies may recommend
with complete confidence a still broader use
of the Lang- Worth Program Service.
$5,000,000 for '50 is a pushover! Personally,
I anticipate a 100% dollar increase in 1950
over 1949.
C. O. Longlois, President
LANG-WORTH
FEATURE PROGRAMS, Inc.
113 WEST 57th STREET, NEW YORK 19, N. Y.
MILLIONS
$4
*3
J2
1946 1947 194!
I949
1950'
HELL NO!
We Don't Make
Preposterous Claims
. . . but here are a couple
NOBODY else can make:
1. More people who dial
1280 in
ROCHESTER
get WVET than any
other station.
2. We are the Number 1
Mutual Station
in the entire city of
ROCHESTER
P.S. We've got dozens of
others, too. We'd
like to tell you about
them sometime.
The Eager Beaver Station
In Rochester
WVET
5,000 Power-Full
WHATS!
ME TOO
{Continued from page 45)
(see sponsor for 12 September, 1949)
had not been made. WMT commercial
manager Lewis Van Nostrand had no
controlled experimental evidence to
show ( as the Lazarsfeld study later
did I that radio commercials have a
decided edge over newspaper ads in
their power to get attention, inspire re-
membrance and liking, etc. But he did
have plenty to say about the flexibility,
frequency, and impact of radio as re-
vealed by WMT success stories.
Drake had never used radio. He
wasn't convinced.
But the Gazette suddenly found it-
self reaching for a hot potato. The
theory behind ME TOO was that no
other food store could undersell Drake
— he would say "me too" to any ad-
vertised price. This was to be the
theme of the small boxed-type ads with
which he proposed to herald his open-
ing. The Gazette, mindful of other
food accounts, said "Not us."
As a result the big supermarket
opened almost cold. Five one-minute an-
nouncements on WMT (cost then about
$40) with about the equivalent amount
of space in the Gazette comprised the
pop-gun opening announcements.
That was enough to bring people for
a look at the new store, and for the
next nine months Drake, with the as-
sistance of Witwer, relied on smart
merchandising and word-of-mouth ad-
vertising to spread the word about ME
TOO shopping advantages.
In May, 1939, WMT convinced
Drake that he could vastly strengthen
ME TOO sales by a regular schedule.
Drake decided to start with five 100-
word announcements a week.
The copy explained the store's name
and sold an occasional special. From
the very start the specials zoomed store
traffic. Overall sales were always up on
"special" days. In addition to making
new customers, this was a basic aim of
the "special" idea.
Within a few weeks Drake had no
more doubts lliat the impact and mem-
or\ value of the spoken word could
move housewives to his sales floor —
literally in droves. He was ready to
accept the stations next recommenda-
tion when it came.
The station believed that a ME TOO
program to which housewives could
listen at the same lime of day. week
in and week out, would help establish
the business as a personality. And it
would cultivate regular listening. The
vehicle chosen was "Crimson Trail," a
transcribed cliflhanger produced by C.
P. MacGregor. "Crimson Trail," fea-
turing exploits of the Canadian "Moun-
ties" was aired Monday, Wednesday,
and Friday, 5:30-5:45 in the afternoon,
until the end of 1938.
By this time Drake had thoroughlv
tested his formula for the "radio spe-
cial." It was an instrument destined to
make ME TOO No. 1 perhaps the larg-
est single grocery store operating be-
tween Chicago and Denver. It built
two additional supermarkets in Cedar
Rapids and a third in nearby Marion.
Iowa. It lifted Drake's five older stores
from so-so operations to highly profit-
able producers (their potential doesn't
warrant expansion to supermarket
status).
ME TOO No. 1 now grosses over
$1,000,000 a year and the three other
supermarkets average close to that.
Drake's Store in Blairstown (popula-
tion 500), and the outlets in Marengo,
Belle Plaine, South English, and Wil-
liamsburg, Iowa, together gross about
$1,000,000..
The secret of the daily radio special
was, and is. to make certain that the
radio bargain represents a genuine
money-saving value. At the get-togeth-
er of store managers in Drake's mod-
est Blairstown office every Thursday,
one of the questions thrashed out is
the next group of specials.
The items are chosen as much as two
months in advance. Two weeks is
about the least time in which a deal
can be arranged. Individual store man-
agers must have time to place their
orders; radio copy prepared, etc. Sup-
pliers in some instances need more
than a few days' advance notice in or-
der to make shipments.
The late afternoon "Crimson Trail"
made friends for the ME TOO chain
and its associated stores. Its three-a-
week messages made the daily specials
the hottest groeerv merchandising gim-
mick in the chain's trading area. But
Drake decided, at the end of 1938, to
step up the tempo of his advertising
pressure to six days a week. It also
made sense to spot his copy in the
morning carls enough to catch the fam-
ily marketers before the\ made up their
lists for the day.
WMT's morning schedule included
two 45-minute musical clock type pro-
grams running from 7:15 to 9:00.
I hese pei iods included populai music,
time signals, temperature and weather
reports, etc.. and were conducted by
I Please turn lt> page (><"» I
66
SPONSOR
There is one important conclusion that we at WING
would like to draw from our 25th anniversary
which we celebrate this year. We have
continued operating for a quarter century
because we have continued to bring a solid
value to our community and to our
advertisers.
This year, as in years past, we offer quality
programming, quality merchandising assistance,
and excellent coverage of the valuable Dayton,
Ohio market.
WEED 4 CO.— NATIONAL REPRESENTATIVES
10*10 . . . Our 2*ith Anniversary Yvur
Miiiiiiiiiniiiiiiiiiiiiiiii^
30 JANUARY 1950 67
utilizing WGY 10 years ago
are using WGY today
...reason?
Represented Nationally by NBC Spot Sales
D#i B TELEVISION
CHANNEL 4
Serving Eat torn New York, Western New
England, Albany, Troy and Schenectady
A CENERAL ELECTRIC STATION
ME TOO
[Continued from page 66 I
WMT's ace morning m.c. Howd)
Roberts. The periods are sold in 15-
minute segments. ME TOO became
sponsor of the 8:30-8:45 quarter-hour,
beginning in 1939.
A daily deal often sells from a mini-
mum of a thousand up to five thousand
units. It isn't unusual, however, for a
popular deal to sell main more.
For example, last May an offer of
three bars of soap for a dime resulted
in 8,400 sales. Last November a Jell-0
special at a nickel a package brought
5.700 sales. Sometimes a special pur-
chase will enable Drake to run a hot
radio special and come out very well
financially at the days end.
It is an absolutely unbreakable rule,
however, to make no attempt to dilute
the established value and acceptance of
the ME TOO radio specials by slipping
an occasional fast one over on the buy-
er. This is perhaps the greatest single
factor in the unbroken success of the
gimmick over the years.
A novice would probabh call the
radio copy written in Blairstown by
Drakes assistant, George Haloupek.
"unprofessional." But Haloupek knows
his listeners. His \erv direct copy is
the kind often labeled "straight from
the shoulder." The selling is hard, but
the cop) is direct talk about things
housewives are vitally interested in: de-
tails on [nice and qualit) : information
on whj the ME TOO and affiliated
stores are good places to shop.
The station has the privilege of edit-
ing the copy, but as a matter of prac-
tice they don t. Roberts, an announcer
with the "common-touch." often ad
libs around the commercial. The pro-
gram is also used to push some ME
TOO label products, such as flour, cof-
fee, and salad dressing. Sometimes a
contest, or other promotional gimmick,
is used in 1 1 1 i > connection. The meat
and fresh vegetable departments are
frequentlj pushed. Bui never at the
expense of the radio special.
All stores display the radio special
each dav and use carnival type posters
to tie in with the \\ \1T program. \t
present the Cedar Rapids Gazette lia> a
contract l<n about live or six inches a
week through the \ ear.
This space is used in various ways:
institutional plugs; the radio special;
other ilems. In mo>i instances the small
ads feature one good item each day.
following a \\ Ml recommendation
i Plea v c //// n in page * ' • i
68
SPONSOR
A STATEMENT FROM
1
LI
We believe that a radio station has a duty to its advertisers
and to its listeners. We believe that, every once in a while, it
is a radio station's duty to restate its principles, to review its
purpose for being, and to advise its advertisers and listeners
of the company they are keeping.
At WGAR, our actions are governed by certain beliefs that
we feel are important for the good of listeners and for the
benefit of our clients.
1. We have one rate card. All WGAR adver-
tisers pay the same amount of money for similar
services. And we do not accept P. I. advertising.
2. W> believe that anv attempt to buy listening
by offering prizes as a reward is a deception not
in the public interest. Our high listenership is
created and maintained through the exceptional
entertainment and informational value of
our programs.
3. Every day, Cleveland's Friendly Station is
invited into hundreds of thousands of homes in
Northeastern Ohio. Therefore we strive to act as
a becoming guest. No advertising matter, pro-
grams or announcements are accepted which
would be offensive, deceptive or injurious to the
interests of the public.
4. We believe in fairness to responsible people
of all convictions. Those of different religious
faiths broadcast freely . . . and free . . . over our
facilities. Balanced controversies are aired reg-
ularly without charge. We practice freedom of
expression withoul penalty to those whose
opinions differ from our own.
5. We believe that we serve our advertisers
more effectively by broadcasting no more than
a single announcement between programs.
These are but a few of the principles b\ which
WGAR lives. For more complete information,
write for a printed copy of WGAISV code of
operating rules and advertising standards. It is a
guide that results in listener belief in us . . . and
helps us to best serve them and our advertisers.
And there are more of both . . . listeners and
advertisers . . . than ever before. In 19 years, we
have grown from 500 watts to 50,000 watts. Our
business in 1949 set an all-time record.
II you are not advertising on WGAR. we in-
vite you into the good company of those who are.
50,000 WATTS TO CLEVELAND
Represented Nationally by
Edward Petry & Co.
Radio — America's Greatest Advertising Medium
1
LI
30 JANUARY 1950
69
ME TOO
(Continued from page 681
<>\rr ten years ago that b\ featuring
one hot item day in. day out. week in,
week, out, month in. month out. even-
tually the personality of their opera-
tion would get acro>-..
An aeeident sometimes shows up the
flexibility and instantaneous impact of
radio with startling effect. In 1948
three carloads of fresh Colorado
peaches were held up several days en
route to Cedar Rapids. The fruit ar-
rived so ripe that the juice spurted
when Drake hit into it. It had to he
sold in one dav.
What to do?
Drake decided to jerk the canned
beans (canned goods comprise most of
the specials) and substitute the peaches
as the morrow's special. The live scene
actualK developed as suggested at the
beginning of this story. By noon there
wasn't a peach left in am of the Drake
stores, \nnouncements on a single pro-
gram accounted for this phenomenon.
And how did Ben Cradus and his
IMPS camera happen to be on hand in
Cedar Rapids in 1948 to film that
scene in front of No. 1? He wasn't.
But hold on.
It really happened as pictured in
the film: and Cradus was there to film
THE SOUTH BEND MARKET MUST
BE COVERED ...AND ONLY
WSBT COVERS IT!
WSBT completely covers this market — and what
a market! Its heart is South Bend and
Mishawaka, two adjoining cities with a com-
bined population of 157,000. The total
population of the South Bend market is over
half-a-million, while 1948 retail sales
totaled more than xaM-^-billion dollars!
In addition to its complete coverage of the
South Bend market, WSBT's primary area
includes another million people who spent 911
million dollars in retail purchases in 1948!
The South Bend market is one of America's
biggest and best. It must be covered! It
is covered by one station — and only one.
No other station, Chicago or elsewhere,
even comes close.
WSBT duplicates its tntin
schedule on WSBT-FM ,//
no extra cost to advertisers.
5000 WATTS • 960 KC • CBS
PAUL H. RAYMER COMPANY • NATIONAL REPRESENTATIVE
70
it. The answer? Gradus went to Bill
Drake in 1949. They put their heads
together over the question of filming
an authentic response to a radio spe-
cial. "Why not make peaches the item
again? asked Cradus.
Again three carloads of peaches were
disposed of b\ noon, after being fea-
tured just once (the morning of the
sale l on the ME TOO musical clock.
The camera caught not a staged scene,
hut the action just as people flocked to
MK TOO after the special was aired.
The Drake chain is operated from
the same small back-store office with
hand-crank telephone that he occupied
before radio built him into a big-time
groceryman.
Trusted lieutenant;- manage the in-
dividual units. Their counsel in the
regular Thursday morning meetings is
no mere formality. Weavers long ex-
perience as a successful wholesaler is
given due weight in these counsels, hut
Drake is boss.
Drake's philosophy of marketing
food is basically simple: buying and
selling at the right prices — plus smart
radio. He spent about S3.000 on total
advertising eleven years ago. In 1949
his bill for broadcasting was about
$6,500. Smart advertiser? • • *
To Corer the
Greater Wheeling
(W.Va.) Metropolitan
Market Thoroughly
YOU NEED
WTRF
AM-FM
Proof . . .
Consult the Hooper Area Coverage
Index, 3-County Area 1949, and see
how well WTRF covers the Wheeling
Metropolitan Market of Northern
West Virginia and Eastern Ohio.
Studios and Transmitter:
WOODMONT, BELLAIRE, OHIO
Represented by
THE WALKER CO.
SPONSOR
"HOME STATION" iatfoVjfaHtawL
7 •
7
For more than half the
total radio homes in
Michigan.
For the most loyal
listeners in Detroit.
For the lowest rate per
1,000 listeners in Metro-
politan Detroit area.
Phone Jordan
46523
Royal Oak, Michigan
REPRESENTED NATIONALLY FRIEDENB AC Y, INC.
F-M^, 104.3 M.C
NBC... America's No.l
^K In the long run, it's results that count . . . solid,
measurable results that have linked these
national advertisers to NBC year after year, together
with dozens of other leaders now building up
similar long runs . . . obvious effectiveness that in
1949 won 24 new network sponsorships
for NBC . . . busiest network in America.
The National Broadcasting Company
A service of Radio Corporation of Am erica
on NBC for more than 20 years:
The American Tobacco Company
Bristol-Myers Company
Cities Service Company
General Foods Corporation
General Mills, Incorporated
Standard Oil Company of California
National Dairy Products Corporation
The Procter & Gamble Company
Radio Corporation of America
Sterling Drug, Incorporated
Sun Oil Company
on NBC for more tlian 10 years:
Brown & Williamson Tobacco Corporation
Advertising Medium
on NBC for more than 15 years:
American Home Products Corporation
B. T. Babbitt, Incorporated
Colgate-Palmolive-Peet Company
Campana Sales Company
E. I. du Pont de Nemours & Company, Inc.
Lever Brothers Company
Lewis-Howe Company
The Firestone Tire and Rubber Company Liggett & Myers Tobacco Company
S. C. Johnson & Son, Incorporated
Miles Laboratories, Incorporated
Philip Morris & Company, Ltd., Inc.
Manhattan Soap Company
The Pure Oil Company
R. J. Reynolds Tobacco Company
Skelly Oil Company
yjheatre Guild on the Air
During ( he past season, Theatre ('mild on the Air reached a new peak in listener-
ship. This is particularly gratifying to all who have participated in attaining
this goal.
For our part, we'd like to take time out to say "Thanks" to the outstand-
ing stars of stage and screen and all others who have helped us present full-
hour programs of top-flight entertainment to our many new and old friends
across the nation.
We plan to continue to present radio drama at its best — over the 164
coast-to-coast stations of the NBC network.
UNITED STATES STEEL HOUR
74
SPONSOR
PRUDENTIAL
I Continued from page 53)
In addition to hundreds of case his-
tories like these. I'm has other direct
evidence on which to hase faith in its
radio approach. Several years ago the
company did a coast-to-coast survey,
asking 2.000 families to name the ra-
dio program they regarded as most
educational. The "Prudential Family
Hour." which was basically entertain-
ment, had made such a good impres-
sion that it came out second. Obvi-
ously, by convincing listeners that
\oiir program is worthwhile, you go
a long way toward impressing them
with the company's quality.
A more recent and more extensive
survev by Prudential asked radio lis-
teners which of the insurance <<>m-
panies had radio programs. Far more
people knew about the two Prudential
programs than about the various pro-
mams of competitors.
In terms of sales radio has obvi-
ously paid of! as well. During recent
vears Pru - sales have mounted stead-
il\. and the company is pulling ahead
of Metropolitan in some insurance cate-
gories. Met, until the time Pru went
into radio strongly, had led in sales
for most tvpes of insurance.
Prudential has been making fast
friends over the radio ever since 1939
when it went on the air as the first
sponsor of "When a Girl Marries."
Pru kept the soap opera for tw r o years,
then dropped it when it had already
built up a vast audience.
Why ?
Simpl) because a soap opera, even
if it has tears, and troubles, and sex
appeal, hasn't go! what it takes to put
the right aura around the Prudential
Insurance Company. For. as Benton
& Bowles vice-president Michael Car-
lock put it recently, "The whole pn>-
gram is the commercial."
Benton & Bowles, as Pru's agency.
got the company into radio with
"When a Girl Marries" as a starter,
then suggested a shift in course toward
a program with subtler, richer over-
tones: the "Prudential Family Hour."
I "When a Girl Marries" soon found
another sponsor, went on to become
one of radio's most successful soap
operas.)
"The Familv Hour" starred Deems
W-I-N-D
3d in CHICAGO
IN TOTAL AUDIENCE
24.7!
15.8%
io.o%
9.8%
8.7%
S.6%
4.7%
JULY THRU DEC, 1949
6 AM-MIDNIGHT
7 DAYS A WEEK
LEADING 2 NETWORKS
AND ALL OTHER
INDEPENDENTS
2.3%
IET
NET
WIND
NET
NET
INDEP
INDEP
INDEP
A
B
C
D
2
3
4
SOURCE: PULSE OF CHICAGO
*THIRD IN TOTAL AU D I E N C E - F I R ST IN AUDIENCE PER DOLLAR
WIND -CHICAGO • 24 HOURS A DAY • KATZ AGENCY, INC, REPRESENTATIVE
30 JANUARY 1950 75
Taylor and Gladys Swarthout. Il was
a Sunda) afternoon show (CBS, 5:30)
featuring ballads and light opera- mu-
sic for middlebrows. < It- Hooper was
only middling, too. Il hovered be-
tween (> and 8 for years. I In the course
of years the program's stars changed
bul its format remained the same.
Then, in the fall of last year, Pru
made a big switch. Drama replaced
the middlebrow music. Reasons:
1. Listening was falling off; com-
peition on that time spot had stiffened
since 1911 with appearance of other
big Sunda) programs;
2. There seemed to he a trend in
popular appeal toward dramatic -lu .w ~.
In making the change Pru didn't
throw it- ad\eiti-ing principles oxer-
hoard. The new program, called the
"Famil) Hour of Stars,' staved on a
high entertainment level, kept the same
%%
Whoopee/ we're coin' to
^WDAY'S PARTY. 1 "
When WDAY lakes its Talent
Parade "on the road," farmers and
their wives for miles around turn
out in a gay party mood. To quote
a recent radio magazine article:
"WDAY has promoted its
weekly 30-minute Talent Pa-
rade until il is a regional phe-
nomenon. . . . For many (peo-
ple) il is tin- first live enter-
tainment the) have ever seen.
. . . For others, it is the I » i li
social event of the season."
WDAY'e amazing popularity among
the Ke«l River Valley's "landed gen-
try" is one of the wonders of radio.
Rut there'- a lol more to the story:
\\l>\^ also gels the highest rily
Hooper 8 in the nation! What's
more, both "audiences" have aver-
age Effective Buying Incomes "way
above the national average!
Write to us or ask Free iK Peters
lor all the lac- about this fabulous
station !
FARGO, N. D.
NBC - 970 KILOCYCLES
5000 WATTS
3*
r-*St>-
hiikhmsM
■ NaiUnat ftiprrtmu
tin ■ and network. Il presents adapta-
tions of good plays like "Elizabeth the
Queen." "\Iar\ of Scotland.' and
""\\ interset," or of good books, like
"The Great Gatsln ." It doesn't go in
for radio reproduction of Cecil B. De-
Miile epics or other such flimsj Holly-
wood fare.
So far. Hooper ratings of the show
have not been high. But the) are run-
ning 19 percent over the last ratings
of the mu-i al program. And it - hoped
that they'll run higher still as word
about the program slowly gets around.
Those last three words, incidentally,
are significant ones in Pru advertising.
Pru commercials don't hit \ oil where
you breathe. Thev don't make you
run to your nearest insurance agent.
But slowly the\ help the word xel
around about Prudential and attempt
to build trust in the company and its
thousands of agents all over the U. S.
Prudential has three basic commer-
cial approaches:
1. It explains the \ariet\ of means
b\ which insurance can provide for a
family's security, describes the main
different types of Pru policies and spe-
cialized rider.-:
2. It explains the valuable benefits
provided for in \arioiis contracts
urging present Pru policy holders not
to overlook them.
3. It builds confidence in Pru
agents b\ explaining that they're hand
picked, highly trained.
Lately, the company has also started
to take listeners behind the scenes, ex-
plaining how Prudential works. The)
are told that present rate- for in-
surance would be impossible without
Prudential's business investments.
The) hear human interest stories about
small businessmen who were granted
long-term loan- b) Pru. Or how Pru
take- polic) holders" mone\ and uses
it to vitalize the American economy,
Lending it out to small home builders
and companies clearing swamps for
land development. B) emphasizing
thai it- mone) gets oul to help small
businessmen, Pru helps build the im-
pression thai il i- a kindl) . warm corn-
pan) rather than a distant institution.
Since I'M I Pru has balanced its
Sunda) afternoon program with a five-
a-week, 15 - minute morning show
I NBC, I 1 :30). This -how feature- Jack
Berch, a whimsical and incredibl)
corn) though likable singer and crack-
er-barrel philosopher. Berch. whose
voice, even when he's -peaking, prac-
i Please turn i<> page 711 1
76
SPONSOR
HOOPER proves WHIO AM-TV
FIRST in the
DAYTON, OHIO MARKET
CIDCT in AM On the average, when sets are tuned to Dayton AM Stations, 3
are tuned to WHIO for every 2 tuned to all other Dayton stations.
Time
Homes
Using
Sets
WHIO
Station
WHIO
Stations
B & C
B
c
Total Rated
Time Periods
24.3
31.1
12.7
8.5
31.1
21.2
Hooper Station Audience Index October-November, 1949
WHIO-TV has a bigger share of the TV audience than any other
FIRST if! TV TV station in the Dayton, O., market (32,000 TV sets in this market
according to distributor's estimates, January 1, 1950. By the time
you read this, there should be considerably more).
Night
B'cast
Aud.
Radio
Aud.
TV
Aud.
Share of TV Audience
(Base: TV Homes)
Share of Broadcast Audience
(Base: Random Homes)
WHIO-TV
Sta. B
WHIO-TV
TV Station B
Average
Sun. thru Sat.
35.7
28.6
7.1
50.2
39.2
10.0
7.8
Hooper TV Station Audience Index Evening 6:00-10:00 PM October-November, 1949
For maximum results at minimum cost — for sustained listener loyalty — for faster
sales and increased profits, join those in the know— buy WHIO-AM and TV.
THOSE IN THE KNOW BUY
Affiliated with
The Dayton Daily News
and the Journal-Herald
WHIO-AM Represented nationally by G. P. Hollingbery Compan
WHIO-TV Represented nationally by the Kati Agency, Ini
A new advertiser, without previous
radio experience, bought a participation
on WIP's "Dawn Patrol" (1:00 A.M. to
6:30 A.M.) . . . and six weeks later he
wrote his agency . . .
"Our service department has picked
up considerably and last week we sold
four of the five cars we advertised ... we
would like you to examine the possibility
of ADDITIONAL RADIO TIME."
Yes, WIP is . . . LIGHTNING THAT
TALKS— profit!
WIP
Philadelphia
Basic Mutual
Represented Nationally
ll>\V YICI> PETIIY & CO
PRUDENTIAL
{Continued from page 70 1
tically begs for guitar accompaniment,
complements the "Family Hour of
Stars" perfectly. He takes care of the
lower brows for Pru. was put on the
air with the special aim of reaching
the thousands of "industrial" insur-
ance buyers in the country I industrial
insurance is the kind with weekly pre-
miums payable in amounts as small as
a dime) .
The Berch show has a Hooper of
between 4 and 5. Add this to the ap-
proximately 6 of the "Family Hour of
Stars" and you still have what seems
a relatively small audience. But, a
Nielsen combination study shows that
over a period of eight weeks, taking
every other week, the total audience
reached by the two shows added up to
53.2 percent of all radio homes in the
entire countn .
That ain't hay.
In fact, it's a sign the two shows are
far more effective working together
than a quick look at their raw ratings
individually would indicate. The two
programs show an audience duplica-
tion of only 15 percent over the four
alternate weeks referred to above,
which helps account for the high total
audience. And a high total audience
over a period of weeks is more impor-
tant for I'm than for a soap company,
which has to drive its selling message
home often and steadily. Pru wants
to deepen an impression, can do so by
reaching its audience from time to
time I at intervals of several weeks).
Pru's radio investment is relatively
low in cost. Benton & Bowles has run
several surveys to determine the rela-
tive standing of Pru s slums cost-wise.
()l seven nun serial morning shows,
the Jack Berch program cost per 1,000
Listeners was lowest. Among ten "in-
stitutional" programs, the "Family
Hour" was second lowest in cost per
1.000 listeners, ahead of the "Tele-
phone Hour," "Theatre Guild," and
"Cavalcade of America" (the -bows
selected for comparison arc those for
which figures could be obtained).
Sponsor Identification figure- for
the Pru shows are also good. \ Hoop-
er siirvcv found that among the five
insurance company programs Jack
Berch was first and the "lainilv Hour"
second in sponsor identification.
In proportion to the number of lis-
(Please turn to page 80)
78
SPONSOR
If you
SELL
GROCERIES
...here's dramatic news about a
CONTINUOUS PROMOTION of KFI advertised GROCERY PRODUCTS
by SOUTHERN CALIFORNIA'S ^eadU? FOOD RETAILERS
Los Angeles is the nation's second largest
market for grocery products. Now, 50,000-
watt KFI makes Los Angeles an even more
fabulous market for its advertisers through
the most dramatic tie-up in the history of
Western food merchandising.
^^
>\£
WHAT IS IT?
KFI and leading
i food retailers are
r*jl^jȣ/ cooperating in a
>/?£~_/ continuing pro-
gram of KFI Val-
ue Weeks. During each of these
weeks one of these food chains
will promote KFI -advertised
products by pricing and mass
displaying, by hefty point - of -
purchase and newspaper support,
by special sales meetings for
supervisors and managers, and
by a number of other individual
selling devices. Each KFI Value
Week will be heavily promoted
on the air for the entire seven-
day period.
WHO BENEFITS?
Everyone . . . the
stores, KFI, and —
most of all — KFI
advertisers who
will be assured
continuous, powerful assistance
throughout 1950. The stores will
be stimulating the sales of all of
KFI's local and national spot
advertisers whose products they
sell. This includes cleansers,
tobacco products, and most con-
fectionery items as well as foods.
WANT MORE INFORMATION?
We will be delighted to give you
more of the details, copies of the
point-of-purchase material, dates
of the various KFI Value Weeks
in specific stores. Just ask us by
letter, wire, or in person.
WHO IS PARTICIPATING?
Already eight of the nation's larg-
est grocery merchandisers are
cooperating with KFI. Included
are multiple store operators like
Alpha Beta, Mayfair, Market
Basket, Von's — known all over the
country for their shrewd and pow-
erful merchandising of groceries.
WHAT'S THE COST?
Not an extra cent for KFI gro-
cery advertisers. This is a bonus
for them— an effort on the part of
KFI to make certain that there is
a ring- up at the grocers' check-
stands every time a KFI
sales message enters a Southern
California home.
£a\fiflX .V44flfovu£j Dkc-
50,000 waits • 640 kilocycles
The los Angeles Station of NBC
Represented nationally by
Edward Petry and Company
30 JANUARY 1950
79
PRUDENTIAL
(Continued from page 7<!i
teners. the Jack Berch show gets a
good mail response. Recently Berch
told his audience about a sick young-
ster, urged that the) write him encour-
aging in. --.iu( -. The child received
thousands of letters and made the front
page of the New York Daily News la
paper which knows a good bandwagon
when it sees ones I .
Taking advantage of Berch's abilitv
to pull letters. Pru frequently makes
air offers on his program. Ibis past
Christmas the company offered a book-
let containing the words to Christmas
carols. Some 45.000 listeners wrote
for it within one week. From time to
time Berch also plugs Pru's health
booklets. Berch and the Family Hour
together received a quarter million
pieces of mail during 1949.
While the "Family Hour" is aired
on Sunday to make sure that it reaches
a high percentage of men who are at
home, Berch's show has a workaday
function. It catches the housewife at
On the air in Scranton, Pa.— April 1
WQAN
operating in conjunction with WQAN-FM
630 kc.
John P. McGoldricIc
General Mgr.
Frank S. Blair
Commercial Mgr.
owned and operated by the £&trtUltOtVt£itn££i
her chores 11:30 even morning just
when many agents are making calls.
In LIGHTNING THAT TALKS a
Cedar Rapids. Iowa, agent is shown
gaining entry to a home where he's
unknown 1>\ mentioning the Jack
Berch show to a housewife. Many
agents use this technique, though Pru-
dential has no special sales strategy
built around the show, i Equitable
Life, on the other hand, provides
agents with letters referring to their
show which they mail out to clients
prior to a call. Equitable in recent
years has claimed that ten percent of
its annual business is attributable di-
rectly to its show and this procedure.)
Pru has its own smooth method of
using Berch for actual sales leads.
When a housewife writes in for a
health booklet, it's a district agent who
delivers it to her and not Uncle Sam's
mail man. On occasion Berch himself
goes out on the rounds with agents,
shakes hands with Pru policy holders
in their own homes. After each such
visit. Berch sends an autographed pic-
ture of himself.
Leads Berch produces often end up
as sales. Just how many each year?
Pru officials wish they knew but agents
are bus) people, don't have the in-
stincts of census takers. They rarelv
write memos explaining how a sale
came about.
But apparently Prudential, under its
advertising-wise president Carroll M.
Shanks, thinks radio does an effective
sales and name-building job. Pru-
dential spent about $1,800,000 on
broadcasting in 1949 ($1,000,000 for
Berch, the rest for the Family Hour I.
This is a good deal more than it spends
on newspaper and magazine advertis-
ing combined.
In the years since Prudential began
to stress radio advertising its sales have
been going up constantly, breaking
past records. \nd in the year just past
sales reached an all-time high (9 per-
cent above 1948). This fact more
than any other is the clincher for Pru-
dential in its judgment of radios effec-
tiveness. The) figured it would open
doois and it has. * * *
J 'ust as sponsor went to press there
was a rumor that I'm mi^lii <lr<>i> the
"Family Hour of Stars." Indications
are this move would be followed l>\ in-
ception of another program with simi-
lar thinking behind it: Pru's basic
radio philosophy remains unchanged.
80
SPONSOR
ivtic
DOMINATES
THE PROSPEROUS \
S0UMBRH NEW tUCVKftfe
MARKET
/
Paul W. Morency, Vice-Pres.— Gen. Mgr. Walter Johnson, A$*». Gen. Mgr. — Sales Mgr.
WTIC's 50,000 WATTS REPRESENTED NATIONALLY BY WEED 4 CO.
30 JANUARY 1950
81
RADIO BREAKS ITS SILENCE
{Continued from page 39)
appointed a subcommittee charged
with this mission: to give radio long-
overdue means for selling itself.
The subcommittee consisted of Gor-
don Gray of WIP as chairman; Frank
Pellegrin of Transit Radio Inc. (then
head of the Department of Broadcast
Advertising of NAB) ; and Thomas
himself.
Gray's committee started work in
December, 1947 and learned about the
network project. A merger followed —
probably the most important promo-
tion development in the history of
broadcasting. The argument that con-
vinced the networks, and it wasn't
hard to do since they were receptive
from the first, was this: "We told
them," in the words of Gordon Gray,
"that if we sold radio well from the
grass roots up, we'd be doing the job
for everybody, for networks as well as
small independent stations. If the lo-
cal tire distributor, groceryman, drug-
gist, and department store manager is
sold on radio, that's all you need to
keep the ball rolling for everybody."
the Long Island story
CONLAN RADIO REPORT
S U M M A R Y
BASIC CALLS
LISTENING HOMES
% OF POTENTIAL AUDIENCE
Morning
Periodt
2.519
477
18.9%
Afternoon
Periods
2,802
528
18.8%
Entire
Survey
5.321
1.005
18.9%
DISTRIBUTION OF LISTENING HOMES AMONG STATIONS:
"A" NETWORK 50,000 W. 26.4% 25.6%
WHLI
B" NETWORK 50,000 W.
"C" NETWORK 50,000 W.
D" NETWORK 50,000 W.
OTHERS-FM-TV
24.1
11.3
17.2
9 7
11.3
24.6
8.3
19.5
11.8
10.2
26.0%
24.4
9.8
18.4
10.7
10.7
Survey Peiiodi Sunday through Saturday — 8 00 A.M. to 4.30 P.M. Hempileod, Ne« York.
.. THE vOICEOFJ£NGISLAND
1100 oB y° ur dial
WHLI-FM 98.3 MC
HEMPSTEAD, LONG ISLAND, N.Y.
Following this merger, the entire
radio industry was ready to start sell-
ing itself, after many years of silence.
Just why was this vital step taken in
1947 and not in 1940 or 1937? What
finally made radio's far-flung and oft-
en antagonistic elements finally get to-
gether? The answer isn't simple. But
basically, the All-Radio Presentation
has come along as a natural outgrowth
of the industry's maturity.
For a quarter of a century, from
1920 on, radio grew like Topsv. The
attention of station managers was fo-
cussed on FCC regulations rather than
on sales; they spent far more time
in Washington than they did in New
York and Chicago, where new business
came from. Despite this, their stations
prospered. Sales came almost spon-
taneously. Industrywide promotion
could wait for tomorrow.
But after the war the FCC adopted
an expansion policy, licensed hundreds
of new stations quickly. For estab-
lished stations all over the country that
meant a smaller cut of the pie and a
decline in profits; the industry's peri-
od of painless growth was over. It
wasn't surprising, therefore, that by
1947 there was strong feeling for an
WINSTON-SALEM, N.C
Is the Leading
Industrial City
in the South
National Rep: The Walker Co.
NORTH CAROLINA
82
SPONSOR
REPORTER • SUPER SALESWOMAN • AUTHOR
uiautei
"The First Lady of Radio"
In addition to her NEW YORK broadcast ... NOW BRINGS THIS
NATIONALLY KNOWN PROGRAM TO THE MIDDLEWEST ON
WGN
9:15-10:15 A.M.
MONDAY
thru FRIDAY
Now, your products can be sold by Mary Margaret McBride in the great WGN
listening area. Her 15 years in radio have been years of radio's most successful
selling . . . See what her sponsors say:
• "In my entire twenty years' experience as president of an
advertising agency, I know of no sponsored program
that can accomplish such phenomenal results." Agency
• "Nothing we have done has produced such widespread and
favorable general comment on the part of both consumers
and dealers, as our association with you." Sponsor
• "Since you started broadcasting, our sales have pretty nearly
doubled. Our increase one year was better than 65%." — Advertiser
IN OTHER WORDS: IT'S RADIO'S MOST FABULOUS PROGRAM!
Participations in the program are limited
Call your WGN representative for complete details today
A Clear Channel Station . . .
Serving the Middle West
0*5
WM
Chicago 11
Illinois
50.000 Walts
720
On Your Dial
fffilflTTJ
Eastern Sales Office: 220 East 42ml Street, New York 17. N V.
West Const Representatives: Keenan and Elckelbertij
2978 Wilshlre lil»d.. I os tnfteles 5 • 235 Montgomery St.. San Framltco 4
710 lewis Bids., 3J3 S\\ Oak St., Portland 4
30 JANUARY 1950
83
For a Lasting
Impact on a
Productive
Market. . . It's
wspr i :
The Friendly Voice of Western New England"
And
The Dominant Full Time Network Station
in Springfield, Massachusetts
Represented By
George P. Hollingbery Company
Bertha Bannan (Boston)
Basic ABC
WSPR Building
Springfield 5, Massachusetts
Want market facts and figures?
All the basic information market and media
men use regularly in selecting the markets
for any consumer product is wrapped up
,, I ONSl MER M VRKETS.
Here you find clearly detailed the markel
characteristics, conditions, and trends in
mis state, county, and city <>f ">()00 or
more in the I . S., I . S. Territories and
Possessions, Canada, and the Philippine-.
In addition, you'll find much useful quali-
tative information in media Service \d».
like the Portland, Oregon Journal's repro-
luced here, which supplement and expand
the CM markel data with facts thai onl>
individual media can offer.
All SRDS subscribers have CONS1 MER
MARKETS and hundreds of others have
purchased copies al $5.00 each.
I lii- i- one of the 258 Sen ice-
\d- thai supplement market
listings in the l"M'» 1950 Edi-
tion ol I M
Here's more of the
r Vriand and fepStwyf
' r
Tht JOURNAL Itoii you Jfraiglif '« 0RIG0HS P*0Hl MARKcT!
FIRST
»; it bui thrift *o4 Wri
'11% il latii Oit(H Onjt Siiti
U% of loll' OrtfU Cmiil Wit Stlti
11$ ii i (tii o-((« Htm Ma
The JOURNAL
means business
A Section of Standard Rate & Data Service
Walter E. Botthof, Publisher
333 North Michigan Avenue, Chicago 1, III.
New York • Lot Angelex
all-industr) selling effort.
\n equally important factor at that
time, especially as far as the networks
were concerned, was the widespread
promotional activity among newspa-
pers and magazines. In 1947 Life
magazine, for example, produced a
presentation which was shown in 60
cities before more than L75,000 peo-
ple. Characteristicaslly, Life used
beautiful pictures to tell its story,
caught the attention of outstanding
figures in business and government.
Newspaper publishers, too. were ex-
tremely active. People in radio felt
that the industi \ li.nl to do something
to match the powerful efforts of the
print promoters.
Television hadn't begun its zoom to-
ward the big time in 1947: yet, it too
was probably in the back of man)
minds. All of these factors coming to-
gether made 1947 the kick-off year.
Despite the favorable climate of
opinion, it wasn't easy to develop a
presentation. The first step after the
merger of the network and NAB ef-
forts was to organize a large commit-
tee to represent all of the elements in
radio. the All-Radio Presentation
Committee: it was later incorporated.
I See box for names and special activi-
ties of the committee members, i
Think about all the elements in the
radio industry. Then \oifll have some
idea of what the work of the All-Radio
committee entailed. Its job was to
adequately present a sales story for
.">() K\\ network and non-network affi-
liates, for 5 KAV and 2.">0 watt stations
as well, for daytime only, foreign lan-
guage, KM. and farm stations, for
small town and big < it\ stations. And.
most important, money had to be
raised aiming .ill of these scattered
branches of the industry.
Ironing out all the problems of or-
ganization and figuring out how to go
about telling the treemndous storj ol
the industr) as a whole took up a lot
ill lime initially. As a result, it was
not until L949 that LIGHTNING
THAT TALKS reached the actual pro-
duction stage.
For production of the movie and
lnt its promotion and distribution, a
budget of Sl.'-SS.OOO was raised. The
monej came from all of the networks,
from 560 stations all ovei the country,
and from radio representatives.
I he slot \ of how the committee
-tatted out with this relatively small
Mini tn spend and evolved a dynamic
wa\ of telling its slory is a fascinating
84
SPONSOR
199
TV RESULTS
First it was 83
TV RESULTS,
then we published
99 TV RESULTS.
So far, we've exhausted
three printings.
The fourth will be
199 TV RESULTS, and will
be fully categorized
and indexed for
day-to-day use. You'll
love this one,* even
more than you did the others.
*We're accepting limited advertis-
ing with a 10 February deadline.
Regular insertion rates apply. Ad-
SPONSOR
vertising was not available in
previous TV RESULTS booklets.
i
510 Madison Avenue, New York 22
He Pulls Lumber Sales
Out of Thin Air
Says Mr. 0. T. Griffin. President of the Griffin Lumber
Co., to Station WWSC, both of Glens Falls, New York:
'*\\ c are glad to send you our signed renewal contract
for our sponsorship locally of the Fulton Lewis. Jr. pro-
gram for another year. We have been thoroughly con-
vinced 1>\ results in sales of items promoted through this
program that this tie-in with Fulton Lewis. Jr. is a most
valuable medium to get our messages across. . . . We
know that we must have the local audience because defi-
nite tr-is on merchandise advertised on this program
have shown increases in sales . . . and we wouldn't trade
the program for am other one on the air locally
available."
• urrentl) sponsored on more than 300 stations, the Ful-
ton Leu is. Jr. program offers local advertisers nctwoik
e .it local time cost, with pro-rated talent cost.
Since there arc more than fjOO MBS stations, there ma\
be an opening in your cil\. If you want a ready-made
audience for a client 1 01 yourself ) , investigate now.
' lick \ (.hi Mutual outlet or the Co-operative Program
Department, Mutual Broadcasting System, I 11(1
Broadway, M< I.': (oi Tribune Tower, Chicago 11).
one. At the outset there was the
problem of what form the presenta-
tion should take. But, taking up where
the network group had left off, the
All-Radio Committee agreed a movie
was superior to slides, charts, or ex-
hibits and lectures. Ratner remained
production head of the project and
Frank Stanton allowed him to spend
full weeks on it even though he was on
the CBS payroll at the time.
Arguments in favor of a movie, by
the way, were these:
1. It would be uniformly good
wherever it was shown, whereas other
types of presentation are necessarily
only as good as the man who gives
them:
2. A movie can present the max-
imum amount of information in a
minimum of time.
But what kind of a movie, the com-
mittee members asked themselves.
Should it be the typical institutional
film with scattered sequences of the
industry at work, shots of Radio City,
scenes inside radio stations, and so
forth? The answer to this one was
a resounding NO. The committee mem-
bers wanted to do something that was
truly original and dramatic. More-
over, they didn't want to describe the
inside of the radio industry. They
wanted to show where radio went and
not where it came from. The movie
they finally came up with does not have
a single shot of the interior of a studio.
Prior to the merger of the network
and NAB presentations. Victor Ratner
had prepared a three-volume mimeo-
graphed report on the radio industry:
it was to serve as a factual basis for
the network promotion. This report
was carried over for use by that all-
radio group. Called "The Sound of
America.'' it is probably the most com-
plete compilation of facts and figures
about the industry ever prepared in its
history (see article called Facts That
Talk for excerpts I .
LIGHTNING THAT TALKS doesn't
follow Ratner s report line by line.
Instead it makes entertainment out of
it. Hatner. with the help of committee
members, look the raw facts in his re-
port and wrapped them up in an in-
teresting narrative.
In brief, the story line is this. At
the picture's opening Benjamin Frank-
lin is shown up in heaven where he's
continuing his famous kite experiments
with lightning. Suddenly, Franklin
hears a radio announcer's voice com-
mini! out of the key tied to the end of
86
SPONSOR
^mte^
The basic facts about
CANADIAN
NETWORK RADIO
The moment Canadian Radio enters your advertising plans, you
should have this book. It's the only book of its kind! Based on the
1948 Survey of the Bureau of Broadcast Measurement, it puts you
completely "in the picture" about Canadian Network Radio Coverage.
You'll find in this concise
reference guide:
* Comprehensive breakdown of network circulation by provinces, in
the areas covered by the three Canadian Networks — Trans-Canada,
French and Dominion.
* Three big, easy-to-read maps, showing locations of basic and sup-
plementary stations of the three Canadian Networks in the markets
they serve.
* Network Stations, power, frequencies and time zones.
Yes, this book is invaluable to every radio advertiser and
agency interested in Canada! Write for a copy now . . .
and if you have any additional questions on your mind
about the use of Canadian Network Radio, send them
along, too. Ask for "Networks Coverage — 1949."
CANADIAN BROADCASTING CORPORATION
COMMERCIAL DIVISION
354 Jarvis Street
Toronto 5, Ontario
1231 St. Catherine Street West
Montreal 25, Quebec
30 JANUARY 1950
87
WTAL
TALLAHASSEE
5000 Watts — Day and Night
the center of
Capitaland
Selling
12
Georgia Counties
and
11
Florida Counties
Ask your John Blair
man to tell you the full
story on Capitaland and
North Florida's most
powerful radio voice —
WTAL!
Southeastern Rep.
Harry E. Cummings
Jacksonville, Fla.
WTAL
TALLAHASSEE
John H. Phipps, Owner
L. Herschel Graves, Gen'l Mgr.
FLORIDA GROUP
Columbia
Broadcasting
System
his kite string. "\\ hat?' he asks, "have
the) made lightning talk?" and sets
ofT for the earth to find out.
In the course of his exploration.
Franklin travels the country, sees four
successful radio campaigns in action.
He also visits Proctor & Gamhle head-
quarters in Cincinnati and examines
charts which tell the overall story of
radio in the U. S. At one point he
listens in on a speech hy a professor
of journalism which slights the role of
radio in the American economy; then
he hears an effective rehuttal of the
professor's point of view I hy BAB's
Maurice Mitchell I and returns to heav-
en convinced that radio is America's
most dynamic selling medium.
The movie is an unusual blend of
fantasy and realism. Though Frank-
lin and his descent from heaven are
as imaginative as you can get. all of
the rest of the picture is as down-to-
earth as a newsreel. ActualK. Ben-
jamin Franklin and the professor of
journalism are the only actors in it.
All of the other performers are ordi-
nary people playing their real life
roles. Thus, in an experience sequence
filmed at Columbus. Georgia, a depart-
ment store manager is shown talking
to a radio station manager about the
possibility of selling diamonds over the
radio. These two men are merely re-
enacting before the camera an actual
conversation which had taken place a
few r months before. They used the
same words, too. as nearly as they
could recall.
The professional movie man who's
compan) filmed LIGHTNING THAT
TALKS is Ben Gradus. president of the
International Movie Producers" Service
I IMPS |. Gradus is a top-notch docu-
mentarian. He's worked with \\ illard
Van I)\ke. famous documentar\ movie
pioneer who filmed "The City": and
with Joseph \ on Sternberg, the Holly-
wood producer who discovered Mar-
line Dietrich. He knows how to handle
people who aren't actors and make
them feel comfortable in front of the
camera. This knack was essential for
the success of LIGHTNING THAT
TALKS.
\\ hen Roberto Rosellini i of '"< >pen
Citj and In grid Bergman fame i
goes out to do one of his documentary-
style movies most of the actors are
non-professional. Put at least Rossellini
has onl) a single casl to deal with at
one location I like the Island of Strom-
boli). Gradus, on t H<- other hand.
couldn t Stick to one place and one set
cheek V
FIGURES ....
eheek V
il 1 1 1 Li 1 ....
eheek V
RATINGS....
a it 4 1 thvn ...
eheek
KATZ
for
I ii cl usl pi — It i «• li
NEWCASTLE
Pennsylvania
sorvotl bv
WKST
MUTUAL
1. 000 WATTS
represented by
The KatZ Agency
88
SPONSOR
When Mickey and Felix
were our leadino
44
Tl "stars...
Those celebrated "movie actors" —
Mickey Mouse and Felix the Cat — were
pioneer helpers in television research
No. I in a Series Tracing the High
Points in Television History
Photos from the historical collection of RCA
• Strange though it seems, two toys had much to do with
television as you now enjoy it! As "stand-ins" during tele-
vision's early days, Mickey Mouse and Felix the Cat helped
RCA scientists and engineers gather priceless information.
Choice of this pair was no accident. Their crisply modelled
black-and-white bodies were an ideal target for primitive tele-
vision cameras. The sharp contrast they provided was easy
to observe on experimental kinescopes.
Would living actors have done as well? No, for what RCA
scientists were studying — as they trained their cameras on the
two toys — was the effect of changes and improvements in
instruments and telecasting techniques. With living actors it
could never have been absolutely certain that an improve-
The iconoscope, electronic "eye" of television, invented by
Dr. V. K. Zworykin, of RCA Laboratories.
Felix the Cat and Mickey Mouse acre, during television's experi-
mental period, the most frequently televised actors on the air.
Using them as "stand-ins," RCA engineers gathered basic data on
instruments and techniques.
ment in the televised image came from an improvement in
equipment and techniques — or from some unnoticed change
in an actor's appearance, clothing, make-up. Mickey and
Felix provided a "constant," an unchanging target which led
to more exact information about television . . .
Problem after problem was met by RCA scientists, with the
results you now enjoy daily- For example: In the "Twenties"
and early "Thirties," there were still people who argued for
mechanical methods of producing a television image, despite
the obvious drawbacks of moving parts in cameras and re-
ceivers. Then Dr. V. K. Zworykin, now of RCA Laboratories,
perfected the iconoscope, to give television cameras an all-
electronic "eye"— without a single moving part to go wrong.
Today, this same all-electronic principle is used in the RCA
Image Orthicon camera, the supersensitive instrument which
televises action in the dimmest light!
Also developed at about this time, again by Dr. Zworykin,
was the kinescope. It is the face of this tube which is the
"screen" of your home television receiver, and on its fluores-
cent coating an electron "gun"— shooting out thousands of
impulses a second — creates sharp, clear pictures in motion.
Those who may have seen NRC's first experimental telecasts
will remember the coarseness of the image produced. Con-
trast that with the brilliant, "live" image produced by the
525-line "screen" on present RCA Victor television receivers!
Credit RCA scientists and engineers for the many basic
developments and improvements which have made television
an important part of your daily life. Rut don't forget Mickey
Mouse and Felix. They helped, too!
i^^f Radio Corporation of America
^8^ WORLD LEADER IN RADIO — FIRST IN TELEVISION
30 JANUARY 1950
89
of amateur actors. To tell radio's
stor) well. LIGHTNING THAT TALKS
had to show several different radio
campaigns taking place in widely sepa-
rate parts of the country. There are
sequences showing how radio helped
sell peaches and insurance in Cedar
Rapids, Iowa; one showing how diam-
onds were sold in Columbus, Georgia;
and another in San Francisco on the
success of a milk company's radio ad-
vertising campaigns.
Experience stories shown in the film,
incidently. were selected from several
hundred collected by Maurice Mitchell.
They make up a balanced cross-section
of radio advertising; every categorj
of things to sell is covered — from over-
ripe peaches which class as perishables
to imperishable diamonds, from a tan-
gible every-day item like milk to an
intangible like insurance.
To get background information for
each of the experience stories, Gradus
made a 25.000-mile trip around the
country this summer. At Columbus.
Georgia, for example, he interviewed
over fifty residents, asking them how
they had been influenced by the radio
campaign for diamonds. Gradus picked
the most interesting and representative
people to appear in the movie. There
NO P.I. DEALS!...
One Rate For All!
WE DO NOT ACCEPT P.I. PROPOSITIONS
It's a matter of principle. We make our money from the sale
of time — and we do well. We refuse to enter into competition
with any manufacturer or advertiser, or any dealers or agents
representing them. We sell for YOU — Mr. Advertiser —
NOT US! We're in the business of entertainment and service
to the public, providing YOU a great audience for YOU to
reach with YOUR sales message.
Any Hooper report will prove that we consistently accomplish
that job. Our never-longer-than-now list of clients proves that
most advertisers recognize and appreciate that.
WE DO NOT CUT RATES
WE DO NOT VARY RATES
We have one rate — and one rate only. No one can buy time
on KRNT cheaper than you. No one pays more than you. It's
one rate for all. This is a long-established policy. There's no
such thing as "get it for me wholesale". Everyone can earn the
same low-rate-per-impact.
Our Listeners and Advertisers Have Long Since Learned
That Our Principles Are Not for Sale. And That's One of
the Reasons That KRNT Is One of the Nation's Most-Used,
Most-Believed-ln, Most-Proved and Highest-Hooperated
Stations.
The station with the fabulous personalities and the astronomical Hoopers
was the boy who got up enough nerve
to propose to his girl while they were
both listening to a commercial for
diamond rings: and air copy per-
suaded several alreadv married couples
that the wife just had to have an en-
gagement ring even years after the
marriage itself I a situation reminiscent
of Clarence Days "Life with Mother"'
where the whole plot revolves around
Mrs. Day's lack of a suitable engage-
ment ring) .
After completing this trip, Gradus
reported what he'd seen to Ratner who
wrote the final script. Then, when
Gradus took his cameras on the road,
he found himself with dozens of un-
foreseen problems to solve. Mainly it
was his amateur actors. Some of them
turned out to be prima donnas in the
rough. You couldn't keep them from
over-acting. Others were so shy they
couldn't speak their lines coherently.
But Gradus managed to draw con-
vincing and natural performances out
of even the hammiest and most intro-
verted people.
Some of his worst troubles came in
Cedar Rapids. There several of the
people Gradus had selected for the cast
wanted to back out. An octogenarian
who looked as if he'd just stepped out
of a Grant Wood painting and was
ideal as a typical middle westerner
couldn't remember his lines. A young
boy who had agreed to play in one
scene during the previous summer was
back in school — and his teacher
wouldn't let him miss classes. Gradus
managed to straighten things out.
though. He gave the grandpa a silent
part, talked the youngster into playing
hookey for a short time.
Because scenes had to be shot over
and over again till the amateur actors
did them perfectly. Gradus used a total
of 50.000 feet of film to get 4,000
useable feet. But costs in general were
held to a minimum. The film was made
for $85,000, a relatively low figure.
This includes both a full-length version
of LIGHTNING THAT TALKS which
runs to 45 minutes and is on 35mm
and lOinni film and two shorter ver-
sions on 35 or 16mm which are in-
tended for school and business lunch-
eon showings. Both editions of the film
have Miichronized sound tracks. In
the short or long version. LIGHTNING
should delight most viewers.
Despite its excellence, LIGHTNING
THAT TALKS is not expected to ac-
lunlh sell one minute of time for any-
hod) .
90
SPONSOR
THE
station representatives
DETROIT
SAN FRANCISCO
KATZ AGENCY,
INC.
NEW YORK • CHICAGO
i KANSAS CITY • ATLANTA
LOS ANGELES • DALLAS
\- Victor Ratncr explains it: "The
pieture isn t designed to clinch sales.
It - 'the door opener' — opening up peo-
ple's minds to a fuller realization of
how big and strong radio has become.
After potential clients have seen the
film, it 11 be up to individual station
and network people to get in and tell
their own specific sales stories. No
presentation can suhstitute for direct
salesmanship. But we think that
LIGHTNING THAT TALKS puts over
for all kinds of businessmen, from the
Henr\ Fords to the small dealers, our
basic point: that radio, all of it from
morning till night, in small towns,
cities, and in the country, is the most
effective advertising medium there is."
The members of the All-Radio Pres-
entation Committee, who worked like
Trojans for over two vears to see the
job through, hope that LIGHTNING
THAT TALKS won't be the last all-
industr) promotion effort. The com-
mittee will remain in existence with
the expectation that new members will
come in and take up where the present
members leave off.
It definitely looks as if radio will
keep talking up for itself from now on.
SOUTHWEST VIRGINIA'S PiO*t&e/l RADIO STATION
M**
=„ st«,o» n*?. -23S- '
*HUUr^ - AUDIENCE
SHAKE OF BROADCAST A^
HOMES USING SETS
TIME
Monday thru Friday
8:00 AM-W-00 Noon
11.00 Noon-6-00 I
Sunday thru Saturday
6 ..OOPM-10--30PM
Other
24.9 l^V °- 4
HOOPER, I«;
Get the entire story from
FREE & PETERS
111
DBJ
CBS . 5000 WATTS • 960 KC
A
Owned and Operated by the
TIMES- WORLD CORPORATION
/^S
mm
FRE
WW0W
E & PETERS. I!
ROANOKE, VA.
JC National Representatives
£tl
510 Madison
be associated with this group of men.
Gordon Gray
J ice-President
WIP. Philadelphia.
Now that the All-Radio Presentation
is a reality, many broadcasters are ask-
ing themselves this question: "'Just
what will the promotion do for me?"
I think the answer is most important.
The broadcaster who doesn't under-
stand the potential in a promotion ef-
fort is the man most likely to miss out
on results inherent in the project.
All the broadcasters and specialists
who worked together to produce
LIGHTNING THAT TALKS agree on
this one thing: "This All-Radio promo
tion movie was not designed to make
advertisers or prospective advertisers
leap out of their seats, rush to their
desks and sign a 52-week radio con-
tract." Instead, it was designed to do
what any intelligently planned sales
promotion is designed to do — warm up
the prospect.
LIGHTNING THAT TALKS should
be used by broadcasters with this rea-
soning in mind: it can deliver to them
the prestige that conic- from associa-
tion with a medium which looks and
sounds the way radio does in this film.
It can deliver to them a background of
acceptance that is portrayed in the
film and by association with the scenes
and sounds in the movie. It can make
a local broadcaster appear to be a re-
sult-producing, widely-accepted, well-
liked, advertising counselor.
His next step must be to present his
own local selling stor\ in such a fash-
ion that the client signs his contract.
Maurice B. Mitchell
Secretary
All-Radio Presentation
Committee
We in Canadian broadcasting have
always Fell the affinit) <>1 commercial
radio on both sides of the border.
Therefore, on behali of the complete
membership of the CAB, we welcome a
sales tool as important as LIGHTNING
THAT TALKS. You may be sure thai
this magnificent documentary film will
be shown to advertisers and agencies
throughout the Dominion.
T. Jim \u.\m>
Pat Freeman
Canadian Association
of Broadcasters
92
SPONSOR
"Ugh... no (sob) ...KJR"
SEATTLE
5000 WATTS AT 950 kc.
$tJt*/M&
wim
KJR doesn't reach everybody!
But KJR does blanket the rich western Washington market,
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And "the beauty of it is" — it costs YOU so much LESS!
Talk with A VER Y-KNODEL, Inc., about KJR!
for Western Washington. ..An Affiliate of the
American Broadcasting Company
30 JANUARY 1950
93
Service
to the broadcaster
Service is one' ot the basic theme songs ot
BMI. The nation'* broadcasters are using all
o! the BMI aids to programming . . . it- ^i»t
and varied repertoire . . . it- useful and sale-
able program continuities ... it* research
facilities . . . and all of the element* which
are within the scope ot music in broadcasting;.
1 he station manager, program director, mu-
sical director, disc joekej anil librarian take-
daih adrantage of the numerou- ti me ca ving
and research-saving functions provided bj
BML
Uong with service to the broadcaster — AM.
r M. and r\ — BMI i- constanth gaining new
outlets, building new repertoire- ot' mu-ie.
and constant!} expanding it- activities.
1 he BMI broadcast licensee can be depended
upon to meet e>erN music requirement.
EVERYBODY EVERYWHERE
PERFORMS BMI-LICENSED MUSIC
BMI-Licensed Music has been broadcast b>
;•;■• performing artist, big name and small
name, on e>er> program, both commercial and
sustaining. over e\er> network and e>erv lo-
cal station in the United States and Canada
E>er> concert Artist. Vocalist and instrumen-
talist, and every s>mphcn> orchestra in the
World has performed BMI licensed music.
Broadcast Music. Inc.
5S0 Fifth Avenue New York 19. N. Y.
'.E.n YORK • CHICAGO • HOLLUsOOD . TORONTO • MONTREAL
SPONSOR
THE BIG DRIVE
Continued from
Hie -tar didn't Stop vrith reminding
hi- inti- the) had to huy Marin Dell
rnilk to keep him on die air. H-
Hated the) demand Marin Dell prod-
ucts from their retail stores. I h- did.
It is impossible to reconstruct in
a< t detail either the quality or the
quantity of personal, individual im-
pressions that made people, more and
more people, ask for B
fe< hrii'-ally . jres, it wa- the "Marin Dell
Amateur Hour." fJut to his far.- the
potential Marin Del.
hour wa- strict!) Budda's. Price and
taste of the product were indistinguish-
able from competing items. Budda
alone was the difference That and the
miracle that projected his warm laugh-
ter, hi- nonsense, ms milk toasts to the
community's ^reat and near great on
Saturday night-.
There came a day when Tom Foe
got wind that one of their strongest
petitors, Carnation, was about to
WANNA
WHITTLE
AWAY AT
BARLOW
(Ky.)?
.„ to eao e out
^' -ale- -n Baric. ^ u ) ^
don't u-* *** h or *«•■«
- nl w'r^reaTXt *»***»
enough to rtru
bottomland. ^
But liWe «JVJvE ^n-^nd
< i, "'*-^, U RelTil Trading Z— *
Thl . i. the rich. . Kenlu ,W>.
important -" re are 40 c c
«I "He '\nd W *">* -
of the ^<»te.
mo „ >m do * n ' - t TOU like
get the jump on thern in 5
nearby ."^anta Clara County, popnla
68,000), where neit:. i had
distribution. If Carnation got '
first, it would :<e just that much harder
for M irii Dell to force d
tribution later on.
What happened v*hen Carnation's
carefully guarded lecret leaked to I
ter ores an idea of how quickly, bow
-uely. the ii - e to
radio cai
picturi - Hfe 4
mation
routed his -
— ih- extra .
take an ear.
into -
a deal with t.-
L-
urged to a.sk their d
Del:
i
But
-
that their cut
- • ■ ..
We Got It
IF you wont sales from 80 r > of Pennsyl-
vania's Eastern Area radio listeners . . .
Sell through WAZL.
IF you want to have the assurance of using
a station whose General Manager has been
in fhe radio business for 27 years . . . Sell
through WAZL. Our Vic Diehm has been
with radio practically from its infancy. He
has the know-how that will bring you direct
sales gains for your advertising dollar.
And don't forget
we're NBC and MBS.
WAZL
';:!- '•'••i'- Awocivta National ItptwiW
NBC -AFFILIATE- MBS
HAZLETON, PA.
30 JANUARY 1950
:-:
aP
# <»jCr One manufacturer increased his
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TELEWAYS show per week. YOU can
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♦
TELEWAYS Transcriptions are NOT expensive!!!
Get the low cost for the market or markets where you need
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The following transcribed shows now available: —
• TOM, DICK &. HARRY
156 15-Min. Musical Programs
• MOON DREAMS
156 15-Min. Musical Programs
• BARNYARD JAMBOREE
52 30-Min. Variety Programs
• DANGER! DR. DANFIELD
26 30-Min. Mystery Programs
• STRANGE ADVENTURE
260 5-Min. Dramatic Programs
• CHUCKWAGON JAMBOREE
131 15-Min. Musical Programs
TELEWAYS
• JOHN CHARLES THOMAS
260 15-Min. Hymn Programs
• SONS OF THE PIONEERS
260 15-Min. Musical Programs
• RIDERS OF THE PURPLE SAGE
156 15-Min. Musical Programs
• STRANGE WILLS
26 30-Min. Dramatic Programs
• FRANK PARKER SHOW
132 15-Min. Musical Programs
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FIRST in
the QUAD CITIES
In Davenport, Rock Island, Moline and East Moline
is the richest concentration of diversified industry be-
tween Chicago, Minneapolis, St. Louis and Omaha. The Quad
Cities are the trading center for a prosperous two-state agricultural
area. Retail sales, total buying and per capita income rate higher
than the national average, according to Sales Management.
A
WOC-AM
5,000 W.
1420 Kc.
WOC-FM
47 Kw.
103.7 Mc.
WOC delivers this rich market to NBC Network, national spot
and local advertisers . . . with 70 to 100",'. BMD penetration in the
two-county Quad City area ... 10 to 100% in adjacent counties.
WOC -TV
Channel 5
22.9 Kw. Video
12.5 Kw. Audio
V-
On the Quad Cities' first TV station NBC Network (non-inter-
connected), local and film programs reach over 5,000 Quad Cities'
sets . . . hundreds more in a 75 air-mile radius.
Basic NBC Affiliate
Col. B. J. Palmer, President
Ernest Sanders, General Manager
DAVENPORT, IOWA
FREE & PETERS, Inc.
Exclusive National Representatives
program. e\en though the\ had never
seen them in the stores.
DeBorba was able to rite hundreds
of letters from San Jose written to
Budda. most of them saying the writer
would buv his products if his sponsor
expanded to San Jose. When film-
maker Ben Gradus was in town arrang-
ing for scenes to illustrate Marin Dells
successful sortie into San Jose, he was
able to talk with, and later film, peo-
ple who had written Budda to ask why
Marin Dell didn't come to their town.
Dealers who refused to be convinced
that first day. or during that week,
fell into line as soon as Budda went to
work the following Saturday night. He
told his San Jose friends that Marin
Dell was there - - urged them to ask
tardy dealers who hadn't stocked his
products to do so right away.
It took about four broadcasts to en-
able Marin I )ell salesmen to crack the
major outlets thev wanted. After that
it was easy.
Achieving distribution in areas
where the program is heard outside
San Francisco Count) presents no seri-
ous problem. Budda merely has to ad-
vise his friends in those areas that
Marin Dell is moving in. Listeners
then go to work on the retail outlets.
Some of Marin Dell's competitors
have used radio off and on in the past.
Some are using it now. But none has
applied Tom Foster's most open secret:
consistent broadcasting without a break
since the day he went on the air 14
years ago.
\inet\ percent of the advertising
budget now goo to radio. 'I he 10',
remaining is divided between car cards
and trade magazines, such as Grocer's
Advocate. \t the start of business in
L935, Marin Dell was worth $30,000.
Now its worth is more than $4,000,-
000. Via thousands of letters, listeners
in Alameda. Contra Costa and other
counties are clamoring to boost that
$4,000,000 the) want to bu) Marin
Dell products in their stores, too. * * *
DAVISON'S
i Continual from page 41 I
Whal could you do for m\ jewelrj de-
partment ?
// oodall: "Hanged if 1 know."
Ihrd: "What do you mean you
don t know?"
/( oodall: "Give me some [acts to go
mi ami some time. ^ nu sa\ \ ou've
eol a sick baby. Well, if I were a doc-
96
SPONSOR
u
Here's
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that's reall y
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Jew ice
Write and ask about Associated Shows That Sell"* Radio planned features which today
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Yes-Associated IS radio-active.
6 BASIC RAD.o Program SER>M C *
ASSOCIATED PROGRAM SERVICE, 151 West 46 Street, New York 19, N. Y.
30 JANUARY 1950 97
tor \ou"d give me all the facts so 1
could make a diagnosis."'
At this point Hyrd disclosed exactly
how badlv the jewelry department had
fared and Woodall promised he would
either come up with a campaign he
thought could sell diamonds or refuse
to take the account. Then he went
back to his office to think.
For Woodall this was an important
account to get and keep. If he could
il<> well for Davison's, other local mer-
chants would hear about it. express re-
newed enthusiasm for radio. If he
flopped. Bill Byrd and other merchan-
dising men in Columbus would be
radio haters for a long time to come.
Woodall was a man with a problem.
The whole WDAK staff was turned
loose on the problem — from the station
manager to the switchboard girl.
Woodall wanted some program — or
slogan — that would get across the
idea that Davison's was now the place
to go for expensive diamond rings.
One June evening just before Fath-
er's Day, Woodall retired to his room
thinking about the Father's Day pres-
ents he might expect from his two
young sons. All that day he had been
" <p >e nt ktW IxWdSr/
I Topeka — a 2lcoun-
,y market' that has
28% of the state's
effective buying power and 23%
of all Kansas families.
* Audit Bureau of Circulation
WIBW is the station "listened to
most" by buyers in the Topeka
Market . . . three times more
listeners than all other Topeka
stations put together.
""Kansas Radio Audience 1949
WIBW's farm mar-
ket is made up of
big-buying families
and in agricultural
communities in Kansas and ad-
joining states.*
'''Consumer Markets, 1949
Here again, WIBW is the "most
listened to" station having ten
times as many listeners through-
out Kansas as all other Topeka
stations combined.*
* Kansas Radio Audience 1949
Just one station — WIBW — gives you the hardest hitting selling force in
both city and farm markets.
For the CITY Market
For the FARM Market
WIBW
All You Need Is
WIBW
fr
SERVING AND SELLING
"THE MAGIC CIRCLE"
WIBW • TOPEKA, KANSAS • WIBW-FM
exposed to one-minute Father's Day
announcements over his station. The
subject kept running through his head.
"Dad also means Diamonds At
Davison's," he thought to himself.
That's how Woodall began to devel-
op a slogan and an advertising ap-
proach that cured Byrd's sick baby.
Before long. Woodalls full plan was
this. He conceived a teaser campaign
built around the word dad. Ten times
day and night, between station breaks
on WDAK. an announcer would shout:
"D— A— D. Not dad but D— A— D."
This was intended to go on for several
days. On the fifth day the teaser an-
nouncements, now more explicit, would
urge listeners to tune in on a 15-minute
program scheduled for that evening.
This would be the tipoff program.
Following, both the short teaser an-
nouncements and daily 15-minute pro-
grams would continue until one month
had gone by. Meanwhile there was to
be no money spent for newspaper ad-
vertising of the diamonds.
Cost for the whole radio campaign
would be exactly $400.
Byrd quickly agreed to try Wood-
all's scheme. As an additional sales
gimmick. Woodall suggested that Davi-
Rep: CAPPER PUBLICATIONS, Inc. ■ BEN LUDY, Gen. Mgr. • WIBW • KCKN
KQV's switchboard lights up
like a Christinas Tree after
Bill Burns' 1 Noon News eaeh
day. There's ample reason for
this since Bill is the town's
most alert reporter. In two
months, he doubled the sta-
tion's Hooper 12 Noon to
12:15, and during 20 broad-
cast days in December, Bill
sold I .}{22 Toy Carnivals at a
dollar each. Burns is avail-
able now. Weed & Company
will be glad to give you the
details.
KQV
MBS — 5,000 Watts — 1410
98
SPONSOR
Reminder, for an
AUTOMOBILE
manufacturer:
SPOT
RADIO
keeps sales a-rolling... along every
highway and byway of the country!
ASK
YOUR
JOHN
BLAIR
MAN!
Nowadays, it's the sales force that keeps auto
production lines busy. And nowadays, many an auto
salesman finds Spot Radio his hardest-hitting, farthest-
reaching selling tool!
Automakers use Spot Radio to break fast with
news of new models. They use it to bolster weak
dealers, to give strong ones deserved support.
They use it to strike home repeatedly with facts
about features ... to make millions of prospects
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Your John Blair man has ready now a
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Spot Radio. He's also prepared to make Spot
Radio pay off for any other product . . .
whether it sells for thousands of dollars
or just a few cents. Ask him about it!
REPRESENTING LEADING RADIO STATIONS
JOHN
BLAIR
S COMPANY
Offices in CHICAGO • NEW YORK •
ST. LOUIS •
DALLAS DETROIT •
SAN FRANCISCO
• LOS ANGELES
30 JANUARY 1950
99
son's advertise S25 discount certificates
on diamonds over the L5-minute pro-
gram. I lie give-aua\ would take ihe
form o! prizes in a music i|uiz so easy
that only listeners recently arrived
from I ilu't could fail to guess the an-
swers. (The "mystery" tunes included:
"Home Sweet Home." "Vm Are My
Sunshine," and "Sweet Adeline."")
On most diamond rings or bracelets
a $25 discount means little since the
diamond mark-up is high. Recogniz-
ing the psychological force that pos-
session ol a $25 discount slip could
exert. Byrd approved the discount gim-
mick as welt.
Events quickl) proved the soundness
of the campaign's approach. \\ ithin
two weeks Davison's jewelry depart-
ment had sold over 100 diamonds.
\nne of these stones was valued at
under $100; most cost more. I Byrd
was so enthusiastic that he asked
\\ I. ill t" continue the It \ I > sat-
uration campaign and the music quiz
for two weeks beyond the month sched-
uled in original plans.
Ben Gradus, the movie producer who
filmed LIGHTNING THAT TALKS. i<
not a native of Columbus. Yet he
"A Great Contribution
To Our Success"
IMPS
International Movie Producers' Service
575 Madison Avenue, New York 22, A'. V
ELdorado 5-6620
Cable Address: iMPSr.RVICE
January 19, 1950
Rangertone, Inc.
73 Winthrop Street
Newark 4, New Jersey
Dear Colonel Ranger:
The Rangertone lias paid off again.
The first time we used your synchronous tape recorder
was m the I'. S. Army and Air Force Recruiting film,
CAREER DECISION. There it took a lot of punish
mint -operating in the midst of explosions during sham
battles while the earth shook beneath it and debris flew
everywhere.
LIGHTNING THAT TALKS was offered to us as a full
dialogue film to be shot on, location and on a eompara
tivelj small budget. We knew, from our previous happy
experiences with I. MI'S' Rangertone, that this was no
problem.
This time the Rangertone travelled some 25,000 miles and
tin use of synchronous tape recording has again set the
dialogue film within the scope of the documentary ami
commercial films which IMPS produces.
Vour equipment made a great contribution toward the
realization of our success.
Thanks again,
Sincerely yours,
\^* oJ/VgJL^
IK. :. h
Ben Gradus
Many other prominent users are equally enthusiastic in their
praise of Rangertone. Writ? for Descriptive Literature.
RANGERTONE, INC., 73 Winthrop St., Newark 4, N. J.
RANGERTONE
TAPE RECORDERS
knows more than does any man in Co-
lumbus, what the real effect of the
l)a\ison radio campaign was. For
Gradus did a one-man survey of Davi-
son diamond customers last summer to
find out just how radio had influenced
them. It was by this grass-roots ap-
proach that he selected performers for
LIGHTNING.
Gradus interviewed over 50 people
at length in and around Columbus. One
thing that struck him right away was
the effectiveness of the $25 discount.
People who had called up the station
to name the mystery tune felt that they
had actually won a valuable though
frustrating prize. Their fingers itched
to turn the prize from paper into a $25
sa\ings on a diamond.
One thirteen-year-old girl was among
the over 4.000 Columbus residents who
got a discount slip. She went to her
father, urged that she be allowed to
buy a diamond ring.
"No," roared the father, the first
day she pleaded with him.
"Absolutely not." he said the second
day.
When Ben Gradus interviewed the
young girl, she was careful to hold up
her hand so that he couldn't miss the
dinner ring she eventually cajoled out
of poppa — on an economy platform.
One man Gradus interviewed was so
anxious to get a $25 discount that he
bucked a busy signal for over one hour
to phone in his mystery tune answer.
This was a common experience for
listeners since WDAK has only three
incoming trunks; they were all in use
from the moment the Davison show
went on the air till an hour afterwards.
(There were L50 calls each day for the
first few days and an average of 100
calls a day over a 6-week period. I
The thing that astounded Gradus
most about the diamonds campaign
was the number ol married men who
bought engagement rings for their
wives after listening to air copy. The
commercials were slanted so as to ap-
peal to ever) conceivable type of cus-
tomer: engaged couples: married cou-
ples who hadn't had money for rings
until recently; crafts couples who
might be tempted 1>\ the point that dia-
monds won't decline in value, max
grow in worth oa er the \cars.
During the time that the radio cam-
paign was in effect. onl\ one customer
came in to bin a diamond without a
discount certificate. Since the certifi-
cates were given awa\ onl\ to those
who illumed tin- radio station, this is
impressive e\idence that the great ma-
100
SPONSOR
rHAT'S RIGHT!
£ This may be news to you — but the happy fact is that the famous
Quiz Kids program may be sponsored by you in your territory!
(Of course, the great national show goes merrily on ... in its
tenth year for the same sponsor,)
It's as simple as A-B-C! Local Quiz Kid shows are easily pro-
duced with letterperfect scripts and complete promotion kits
produced by the network Quiz Kids staff. All you have to do
is choose the children and the emcee!
AVAILABLE
If you'd care to know how these local Quiz Kids programs are
FOR LOCAL
doing, just look over the record below. And then get in touch
jrUNbORSH P! w ' tn us> The cost is extremely modest.
THESE ARE RESULTS!
NEW YORK CITY, (WNBC) Savings Bank Association of Greater New York.
Highest rating in its time slot in competition with 9 other stations.
EAU CLAIRE, WISCONSIN, (WEAU) A. F. Schwahn Sausage Company.
60.9% of all listeners at end of first month.
BATON ROUGE, LA., (WJBO) Jack's Cookie Company.
Highest rating in its time slot in competition with Baton Rouge station and New Orleans stations.
ROCHESTER, MINN., (KROC) Good Foods, Inc. (Skippy Peanut Butter).
In face of nation-wide decline in peanut butter sales, Skippy sales increased 6 per cent in Rochester area.
ELKHART, INDIANA, (WTRC) 1st National Bank.
Ending second year for same sponsor.
WICHITA, KAN., (KANS) Henry Clothing.
Sponsor well pleased and theater from which show originates reports big box office increase on those nights.
LITTLE ROCK, ARK., (KARK) Colonial Baking Company.
Following highly successful series last year with top rating in its time slot renewed this year under same
sponsorship.
LAUREL, MISS., (WAML) Carter-Heide Dept. Store.
Same sponsor completing second year.
SYRACUSE, NEW YORK. (WSYR) Banking Association of Greater New York.
Started after same sponsor's success in New York City.
SAN DIEGO, CALIFORNIA, Dairy Mart Farms.
Sponsor very happy with program and show assured a long life.
| Jfel | iy f± f*£\\AM J% Rkl 8 South Mlchl - 3n Avenue Madison Avenue
INC* Chicago, Illinois New York, New York
joritv of sales during that period were
due to the radio campaign.
To back up this conclusion, here's
what Ben Gradus -a\>: "When I asked
people whv ihev hadn't bought dia-
mond:- at Davison's previous to the
radio campaign the) said the) d nevei
noticed the ads in the newspapers. Hut
the) all said they had been prompted
to direct action 1>\ radio."
One of the important factors in the
success ol the radio campaigning was
it> timing. Though Byrd was anxious
to get started right after \\ oodall out-
lined his D — A — I) idea, the campaign
was delayed several days. It had to
start near the end of the month at the
right time to impress soldiers stationed
at Fort Benning as well as others on
monthh payrolls.
Time for the l.i-minutc music quiz
show changed on alternate davs from
1:45 to 0:30 and back. This caught
women at home after lunch on one day
and men at home for supper the next.
In other words, first the ladies got a
chance to fix their sights on a diamond
ring. Then the next day hubb) was
exposed to Davison's sales talk over
the supper table. This helped wives set
1949_A YEAR OF GREATER
GAINS FOR WBNS —
The 25th year of WBNS broadcasting gave more strength to this
station's already predominant position in central Ohio. Many
thousands of listeners were added to the WBNS vast audience
by judicious program building . . . And among radio advertisers
WBNS was naturally first choice in central Ohio. More national
advertisers used WBNS during 1949 than any other Columbus
station because experience proves that WBNS pulls greater re-
turns at less cost.
YOU BUY MORE THAN RADIO
TIME ON WBNS —
WBNS is not just another radio station here in central Ohio. It
is an important part of the daily life of every home in this rich
area. Yes, it is one of the family who provides entertainment,
news and education for more than 163,550 other families. WBNS
has built this audience year after year. We know its likes and
dislikes. That's why we produce radio that is welcomed by
listeners and profitable to advertisers.
WHEN SANTA CAME TO COLUMBUS
WBNS GAVE EXCLUSIVE COVERAGE
It's a gala time here in Columbus when the F. & R. Lazarus Com-
pany department store welcomes Santa. There are parades, floats,
special events and thousands throng the streets and visit the
store to see jolly Saint Nick. Every day WBNS broadcasted
the Laiarus official Santa Claus show with a simulcast on WBNS-
TV so that no one in central Ohio who had ears and eyes missed
out on the doings of the rotund old gentleman.
COVERS
cr 4TRAL OH\51
IN COLUMBUS, OHIO IT'S
rr
POWER S000 D-1000-N CBS
ASK JOHN BLAIR
uj> little selling campaigns in their own
homes. Naturally, commercial copy for
the afternoon and evening shows \aried
according^ . B\ dav the ladies were
given fashion points. By night, the
men heard about permanent value.
Time for the Sundav show 7 was just
before Drew Pearson.
The total number of diamonds lover
one hundred I sold by the D — A — D
campaign is a merchandising secret.
As Bill Bvrd tells Allen Woodall in
LIGHTNING THAT TALKS. "Does
Macy's tell Gimbel's?"
But Bv rd was so pleased with the
total that he decided Davison's should
go into radio advertising strongly. He
went to the Atlanta office of R. H.
Macy to tell officials there about his
new enthusiasm for broadcasting.
Probabl) this is what the executive
there told him: "Man. what's the mat-
tery \ ou been in the sun too long?"
\t any rate. Byrd returned to Co-
lumbus without a go-ahead for more
radio, made up his mind to get more
facts and figures before selling his su-
periors. I This kind of thing, incident-
ly. has come up often in the history of
broadcasting. It's one of the big rea-
sons for a promotion effort like
LIGHTNING THAT TALKS, i
To get his data. Byrd had a secre-
tary at the store sit down and do noth-
ing for several days but call up resi-
dents of Columbus and nearby areas.
She identified herself as being from a
radio survey organization and asked if
the residents knew what D.A.D. meant.
Better than 85 percent of those
called knew.
Armed with this fact. Byrd went
back to Atlanta, got permission to go
into radio on a regular basis. In fact.
Davison central office execs were so
impressed that they decided to try the
same campaign in other Georgia towns
where Davison's has stores. It worked
well in Macon (WBLMl last December
Davison's is now in radio heavily.
The store sponsored a musical quiz
program (with tough questions and
valuable prizes) for several months
this past summer. As much as a thou-
sand dollars worth of merchandise and
other items were given away on a sin-
gle program: it was the biggest quiz
show Columbus ever had.
At present Davison's schedule calls
for one-minute announcements scat-
tered throughout each day whenever
there's a sale or some special at the
store. And it's not only WDAK that
gets the gravy. Davison's now uses sev-
eral of the Columbus stations. * * *
102
SPONSOR
Only a
combination
of stations
can cover
Georgia's
first three
markets
THE TRIO OFFERS
ADVERTISERS
AT ONE LOW COST:
• Concentrated
coverage
• Merchandising
assistance
Listener loyalty
built by local
programming
• Dealer
loyalties
— in Georgia's
first three
markets
Represented, individually and as a group, by
T, , m. mm m — mm * f± *• |k I f* W I |k| {* New York • Chicago • San Francisco • Dallas
HE IV A I aL AvEN V 1/ IllVd Atlanta • Detroit • Kansas City • Los Angeles
30 JANUARY 1950
103
Some sales are more profitable than others
• . • So sell hardest where you sell best!
NO MATTER WHAT YOU HAVE TO SELL
ABC COVERS AMERICA'S BEST MARKETS — EFFICIENTLY
ABC
N I w l()RK • CHICAGO • DETROIT • LOS ANGELES • SAN' FRANCISCO
American Broadcasting Company
104
SPONSOR
Film's heaven scene was shot on this set
8
Reach the
40 MILLION
RADIO LISTENERS
Who Trade on
TftcUn Stneet
AMERICA'S RICHEST MARKET
The MAIN STREET Market represents
56% OF ALL RETAIL OUTLETS AND
43% OF ALL RETAIL SALES
This is much too big a market for any manufacturer who wants
sales volume to neglect. The KBC Network reaches this market
at the local level of "neighborliness" where radio advertising
is a friendly, believable and responsive buying influence.
America's brand name manufacturers are becoming more
keenly aware of these facts every day. May we show you how to
gain sales volume in this rich market?
ONLY ONE ORDER REQUIRED FOR ALL OR
ANY PART OF THIS 385 STATION NETWORK
KBS is the ONLY established and
growing Transcription Network
covering small town and rural
areas exclusively.
IN OPERATION SINCE 1940
LTLWliiaJ
LMUGllLLt
JTITfY
SYSTEM
fi
New York
580 Fifth Avo.
Phone PLaza 7-1460
Chicago
134 N La Salle St.
Phone STato 2-4590
106
SPONSOR
Ben Franklin motif runs through film
Benjamin Franklin is the unofficial narrator of LIGHTNING THAI
TALKS. His voice is heard main times through the film. His hands
and ornatek laeed sleeves are seen several times. His famous key
and kite appear. Yet a full view of sage old Ben never appears; sage
young l 32 I Ren Cradus and others who prepared the film script lilt
Franklin should remain just out of view of the audience to build up
a fantas\ effect. The pictures on this page show the various props
which hint of Franklins presence, \ho\e is the model heaven from
which Franklin descends. Two pictures I left I show a seamstress pre-
paring period jacket with lace cuffs; and production men cutting out
replica ol Franklin kite. Below i- a hand signing Franklin- name.
STRIKING COINCIDENCE?
In the history of marketing and merchandising, the brightest
chapters have been written right here., in America., during
the last HO years.
Is it pure coincidence that these 30 years coincide with the
growth of the radio broadcasting industry? No!
Kadio has helped tremendously in shaping the course of
American distribution. Kadio is doing a huge job today. . and
can do an even lugger job tomorrow.
To get full benefit from this great and growing medium, count
mi \\ otin^boiise stations., powerful, popular \oices in -i\ rich
market-areas. Here you'll find selling experience stemming all
the way back to the birth of the radio industry. Here, too. you'll
find programs whose real ratings arc expressed in terms of
merchandise sold., regardless of figures in listener surveys.
Where the target is sales, \\ estinghouse stations hit the mark!
<DKA
KYW
WBZ
WBZA
wowo
KEX
WBZ-TV
Pittsburgh
Philadelphia
Boston
Springfield
Fort Wayne
Portland, Ore.
Boston
50,000 Watts
50,000 Watts
50.000 Watts
1,000 Watts
10,000 Watts
50,000 Watts
WESTINGHOUSE IEAMO STATIONS I ne
National Representatives, Free & Peters, except For WBZ-TV;
for \\ 15/ TV, NBC Spot Siil.-~
108
SPONSOR
Three key protluvtion mint at work
Walter Sachs, film crew production chief, holds slate in front of camera Gene Forrell, the music director, makes sound effects with special mike
Jean Oser, editor of the movie, smokes without fear (note signs right corner). No danger of fire because new type of safety film was used
no ■""» " '
5 ° 7
» a S
26 27 28
?jPP ^
'
V^
DETROITERS
have the
money now
TEN CONTINUOUS YEARS of full employ-
ment for over a million workers have made
Detroit America's most prosperous major
market. With auto manufacturers planning to
EXCEED last year's record production of
6,240,400 cars, the 1950 outlook is exceed-
ingly bright. Looks like another three-billion-
dollar year for Detroit's retailers!
~
WWJ-TV
has the
audience now
si
THE 150,000 TV sets now in the Detroit
market are concentrated within easy range
of WWJ-T V's strong, clear signal. Lion's share
of this audience belongs to WWJ-TV, first
television station in Michigan . . . two years
ahead of Detroit's other two, in TV know-how
and programming.
ADVERTISERS
are doing the
business now
T-m
1949 WAS A GOOD YEAR for WWJ-TV adver-
tisers. Naturally, 1950 is proving even bigger.
Aggressive advertisers seeking increased
sales in this fabulously wealthy market can
achieve them through WWJ-TV.
FIRST IN MICHIGAN
O^n.d and Optrat.d by THE DETROIT NEWS
Notional Rmprttmnlolivi: THE GEORGE P. HOILINGBERY COMPANY
ASSOCIATE AM-FM STATION WWJ
mujj ^
NSC Telvviuon N.fworl
110
SPONSOR
Dramatic shadow picture (above) was taken in the darkened building "clouds." Below are pictures of two down-to-earth figures in the Ail-
where heaven scenes were filmed. The shadows were cast by Gradus Radio film, the journalism professor and Maurice Mitchell. Microphone
and Walter Sachs as they consulted on a take behind cheesecloth prof uses is for public address system, not for a broadcast
30 JANUARY 1950
111
CAMERA IN DEPARTMENT STORE (ABOVE); HIDING A MIKE IN TREE; SMILES AFTER THE FIRST PREVIEW OF FILM FOR STAFF
COMPLETELY LOGO
30 JANUARY 1950
113
announcement:
transit vehicles
radio equipped now!
in big St. Louis
Other Transit Radio
Markets
St. Louis, Mo.
Cincinnati, Ohio
Washington, D. C.
Baltimore, Md.
Kansas City, Mo.
lh>n<ton, Texas
I at "ina, Wash.
/ vansville, Ind.
Topcka, Kans.
Omaha, Neb.
Des Moines, Jowa
Worcester, Mass.
I lit nt own, Pa.
Huntington, W. Virginia
Witt, i - Ham . I'n.
Covington, Ky.
Bradbury Weights, Md.
Flint. Michigan
"Pittsburgh Suburbs, Pa.
KXOK-PM radio equipped buses aud streetcars
are now carrying over a million rides per day.
This great "going to buy" market is served by
KXOK-FM, Transit Radio in St. Louis.
Riders enjoy KXOK-FM 's "musie-as-you-ride"
. . . like the news, sports, and special features . . .
and act on Transit Radio sales messages. Of
17 advertising contracts expiring in December,
1949, 16 advertisers renewed. 94% renewals
is proof positive of the sales effectiveness of this
exciting medium.
Now is the time to discover the power of Transit
Radio ... a point of purchase medium that has
proved fast, effective, and economical for
local and national advertisers. Write, wire
phone, for details.
Represented by Transit Radio, Inc.
NEW YORK
250 Park A venue
Murray Bill 8-S780
CHICAGO
35 E. W acker Drivi
Financial 6-4881
ST. LOUIS— 12th & Delmar, CHestnut 3700
CINCINNATI
Union Trust Building
1> unbar 7775
LITTLE GIRL DRAWING PAIL OF WATER FROM BACKYARD WELL APPEARS IN PART OF FILM WHICH SHOWS DIVERSITY OF U. S.
DIVERSITY OF RADIO LISTENERS IS INDICATED IN SCENES WHICH SHOW YOUNG AND OLD LISTENING INDOORS AND OUT
30 JANUARY 1950 115
Do you want a superb film at
significantly lower prices?
IMPS
producers in 1949 of
Lightning That Talks
for All-Radio Presentation Committee, Inc.
Television Today
for the Columbia Broadcasting System
Career Decision
for the U. S. Army and U. S. Air Force Recruiting Service
Around The World With Ford
for Ford International
TV SPOTS for BRISTOL-MYERS CO.,
COLUMBIA RECORDS, INC., etc.
IMPS
International Movie Producers' Service
515 Madison Avenue, New York 22, N. Y.
Eldorado 5-6620
Studios: Glen Cove, L. I.
Cable Address: IMPSERVICE
116 SPONSOR
The happy life of a movie-maker: cameramen pull switch and smile (above); Ben Gradus pulls own switch (below), stands in front of eight-ball.
Man in checked shirt in top picture is Joseph Brun, A.S.C., chief cameraman. He won membership in A.S.C. (movie honor society) recently
30 JANUARY 1950
117
tcVi to*
&ie
COST
sto rY
WCFL, Chicago
1000 on Ihe dial
Represented by the Boiling Company
118 SPONSOR
Horrors, what's happened?
Humorous scenes in film show furniture,
other objects flying out of journalism
prof's home. Prof's wife above is regis-
tering shock. Presumably she is even
more shocked later on when her clothes
as well start flying out of the house.
/.,..
/
30 JANUARY 1950
119
^ ■ I W«l i^ W ^^
MMMMMMHI
# There's a popular outdoor movie place just outside Bloomington, Indiana, on
state road 37. We never took an actual traffic count past the place, but we know it's
terrific! And, the screen is visible for hundreds of yards each way from the highway.
When the movie closed for the winter season it hurt us, no end, to see all that
screen space going to waste. So, we made arrangements to paint a big WTTS and
WTTV in the space.
It just goes to show what extent we go to keep people constantly reminded of
WTTS and WTTV.
Ever since WTTS went on the air, we've promoted it heavily, using all kinds of
promotional plans. The cost sometimes scares us, but we've accomplished what we set
out to do. We're leading the field. Continuous merchandising — with balanced pro-
gramming — has set us up in the enviable number one spot in the Bloomington market.
LET OUR NATIONAL REPS. GIVE YOU THE COMPLETE STORY
WTTS
A Regional Station
on the Air 20 Hours
a Day.
RADIO AND TELEVISION CENTER • BLOflMINGTON, INDIANA 1
Owned and Operated by Sarkes and Mary Tarzian
WTTV
Indiana's Second
TV Station.
Represented Nationally by
WILLIAM G. RAMBEAU CO.
360 N. Michigan Avenue, Chicago
National Representatives
BARNARD & THOMPSON, INC.
299 Madison Avenue, New York
120
SPONSOR
FACTS THAT TALK
(Continued from page 11 i
duction of customers is one of tin
greatest of all American inventions!
America's markel place has nevei
before been so nimli oi a challenge —
a market really worth competing for.
Basic figures (in billions! look I ik<-
this:
1929
1948
U.S. National Income
87
226
U.S. Spendable Income
82
194.f
Personal Consumption
Expenditures
79
1 78. 1
This is the most significant part of
the story to business men. to advertis-
ers: In 1935 five-sixths of I .S. fami-
lies had incomes under $2,000 a year
— 84// . Ten years later more than
half of U.S. families had incomes over
52.000 — 57%. In the same period
families with incomes of $5,000 and
over increased 455' '.■'<. Families with
incomes between $3,000 and $5,000 in-
creased 455%. In the $2,000-$3,000
bracket the number of families in-
creased 150' « .
In L936 the percent of U.S. families
with incomes above "subsistence lev-
els'" was onl\ 26.7' < . Their total non-
subsistence spending was $21.1 bil-
lions in that prewar year.
By 1950 the 26.7% of families with
incomes above subsistence levels had
jumped to 62' , . and their total non-
subsistence spending was $54.0 bil-
lions — a big pie to cut.
The people who make these figures
have not only raised their standard of
living enormously since the people of
Ben Franklin's day. Their choice of
kinds and brands of goods, even since
1920, has increased amazingly. All
ibis means that American business is
geared to making its profits on volume
not on price.
I he key sales problem is to reach as
man\ different families as possible, as
cheaply as possible. In the late 30's,
509? °f all new automobiles were
bought by families with incomes under
$2,000 a year — as was most of the soap
and foods and watches and all other
advertised goods. That was because
80', of American families had in-
comes under $2,000 a year; there
weren't enough "rich" families to pro-
duce volume sales!
This is the widening oj the markel
place that keeps our mills and factories
and transportation systems busy, <au
rctml system spreading widei and
deeper into the coun'r".
The Voice 0/ The Markot Placi
\\ bat is advertising, anyway? It is
selling at a distance . . . selling people
1 efore the) gel to the store . . . bring-
ing them into the store. Advertising
reache- out to people and turn- them
into customers wherever the people are.
\\u\ a> the market- get bigger, ad-
vertising becomes more and more prof-
itable to business. As markets get more
competitive, advertising becomes more
and more essentitd to business.
Competition is the prime mover. Of
this fact top management is quite
aware, even when it does not have a
strong sense of advertising I this often
happens because top management so
frequent!) has its roots in production
and finance rather than in sales I .
Where does the primary power of
advertising come from? Win. from
the people themselves. Our greatest
characteristic, stemming right out of
our democracy, is to want something
better. Better jobs, better food, better
home furnishings, better services.
Everybody wants them, not just a
chosen few. And advertising sells to
everybody! People set the objective.
Advertising tells them how they can
achieve it: what to get. where to get it.
It is sometimes objected that advertis-
ing makes people buy goods they don't
uant or need. But when the product is
sampled, the product takes over, large-
ly. The second sale depends mainly on
the product, and it is the second sale
that males the profits!
Advertising appeals most to people
who are most prone to tr\ something
new and better. It sells them. Then
the\. to an important degree, help to
sell their neighbors.
Advertising pick- out the "class mar-
ket" of America in even income le\el.
These most resDonsive people listen
most to radio! Radio, more than any
other medium, covers advertisings
"'class market" up and down the in-
come-scale. The three (halt- aC< "in
paining this feature illustrate this in
To SELL the PEOPLE Who Buy
The MOST in the ^ ) I U
B
$#
POPULATION
Over 4 Million
RETAIL SALES
Over 2 Billion
«s«
o*«-^g*
°°° WATTS 0MAHft!*!liii
FREE and PETERS
Representatives
HARRY BURKE
Gen'l Manager
Another
FIRST
ForKDYL-TV
Afternoon programming
aimed at women
l naturally)
marks another important
"first" for Salt Lake's
first TV station.
Availabilities
during this
3 to 5 p.m. period
are unusually
attractive.
,^r^>
Salt Lake City. Utoh
National Repreientotive John Bloir & Co.
30 JANUARY 1950
121
"Imitation is the
sincere st form of flattery "
SPONSOR is the most
imitated advertising
trade publication
today.
510 MADISON AVENUE
NEW YORK 22, NEW YORK
part. Additional data to come will fur-
ther document this fact.
Advertising's Role Varies
Advertising plays less of a role in
the sale of an automohile than of a
cake of soap. That's why an automo-
bile manufacturer can be very ineffi-
cient in his use of media and still stay
in business. Why he can, for exam-
ple, concentrate his advertising on
"class" markets instead of "mass mar-
kets," even though his sales depend on
mass-market purchases.
If a soap company made such a basic
mistake in its media strategy (when its
competitors did not), it would instant-
ly head for the rocks.
Yet advertising plays an essential
role in the sale of an automobile as
well as of soap. Items of frequent con-
sumption, generally low-cost and
bought often by lots of people com-
mands heaviest advertising, it is true.
Yet even products of less frequent con-
sumption, and far more cost, depend
on volume of sales for their profits.
Because they are not high frequency
purchases advertising plays a highly
significant role. An automobile com-
pany can sell a new car to a family
normally only once in two or three
years. If it wants to sell more cars that
year it must reach more families.
When a soap company makes a cus-
tomer through advertising, it continues
to get profit out of repeat sales to that
customer. But when an automobile
company makes a customer, it loses
him for that year, and the next and the
next. Similarly for refrigerators,
watches, silverware, life insurance, etc.
The only way they can maintain their
volume of sales is to reach lots of dif-
ferent families.
People don't make snap decisions
about an "important" product that
isn't bought very often. There is usu-
ally a long "incubation period." (Three
months, it is estimated, for an auto-
mobile.) Advertising can tell the spon-
sor's story over and over until a final
decision is made to buv.
Formal advertising isn't as good in
some ways as the informal variety. It
isn't spontaneous; it is more imper-
sonal. But in some wavs it is better.
It is uniform comment. It is simul-
taneous, authoritative comment. It is
controlled comment. It is widespread.
It gets people to know about a product
just the way the manufacturer wants
them to hear about it.
Advertising's Steady Pressure
Advertising isn't a buttonhole grab-
ber. It soaks. One advertising impact
tends to be like one drop of water. It's
the steady pressure that makes it most
effective in finally building impulses
into action.
Conscious, half-conscious, quarter-
conscious . . . advertising doesn't work
only by its conscious effect on people.
Very often, a person doesn't know just
why he buys a particular brand of
goods. His purchase is the sum total
of all the influences on him.
This has been demonstrated, to some
degree, in surveys which have shown
that people who "don't know" the prod-
uct advertised in a radio program —
yet who do listen to the program — are
generally found to be significantly
greater users of the product than non-
listeners to the same program.
They "didn't know" what was being
advertised. But the program got them
to buy the product just the same!
How Does Advertising Work?
Ben Franklin would be fascinated
with the media through which adver-
tising exerts its force today. One of
them, he would find, is the biggest
thing in all America, except for the
people themselves : 94% of the Amer-
ican people own and use radios.
The older indices of the American
way of life, the automobile, the movies,
the telephone, the plumbing — none of
them are so characteristic of America
today as radio: 94% as big as the
United States itself.
It is interesting to note that any ad-
vertising medium — radio, newspapers,
magazines — is a product, bought and
sold in the open market place against
competition like any of the products
it sells to readers or listeners.
The distribution it gets depends on
its own "product appeal." on how suc-
cessful a product it is.
The distribution it gives depends on
the same thing. The distribution of
its advertising messages depends on the
"product appeal" of the medium, not
of the product it is helping to sell.
FOR NEW YORK'S
THIRD GREAT
MARKET
ALBANY
TROY
SCHENECTADY
• WROW offer,
• YOU complete
• COVERAGE and
• PROMOTION and
• SERVICE
5000 Watis • 590 K.C.
Ask
THE BOLLINC COMPANY
WW
BASIC MUTUAL
LIKE
A
PARROT-
— the joe
in the know
in LA. radio
SAYS:
Montis ten tfy JW,
GREATER RETURNS^jlT
per
S0-
LMeck
1020
KC
KFVD
5000
Watts
LOS ANGELES
— BEFORE YOU BUY!
30 JANUARY 1950
123
When you can get RCA
"Know-How". . .why
take anything less?
^#
<$>
#0^
*{P
>#"
RECORDING
PROCESSING
PRESSING
Y
ou get the kind of serv-
ice you want and the quality
you need at RCA ! Records
and transcriptions of every
description . . . slide film and
promotion recording facil-
ities. Careful handling and
prompt delivery. Contact an
RCA Victor Custom Record
Sales Studio:
120 East 23rd Street
New York 10, New York
MU 9-0500
445 North Lake Shore Drive
Chicago 1 1, Illinois
Whitehall 4-2900
1016 North Sycamore Avenue
Hollywood 38, California
Hillside 5171
You'll find useful facts in
our Custom Record Brochure.
Send for it today!
custom
(^record
sales
tffo
Radio Corporation of America
RCA Victor Division
7 hat s why it is so important to an
advertiser to pick a medium whose
"product appeal" is as good or better
than the appeal he wants his on n prod-
uct to generate.
Radio is a solvent that has largely
dissolved the old division* between
markets, the "class" and "mass" dis-
tinctions that are so exaggerated by
more limited media. People are wiping
them out in their purchasing habits.
Radio Ownership
There are now 40.000.000 U.S. radio
families:
94' < of U.S. families own radios
05' < have bathtubs
60% have automobiles
52' < have telephones
Saturation everywhere but in the
South :
98% ownership in Northeastern
U.S.
95'; in North Central
07 ', in the West
87% in the South I all the families
with money!)
Saturation everywhere but on the
farm:
96%) ownership in cities over
500,000
96% in cities 100,000 to 500.000
95% in cities 25.000 to 100.000
95% in cities 2.500 to 25.000
93% in rural non-farm homes
85/4 in farm homes (but all farm-
ers with money )
Not much difference bv income lev-
els, but with the emphasis on high in-
comes :
98'/' <>f the "top third in income
have radios
07', of the "middle third"
86% of the "low third"
Only the poorest farmers, mostly in
the South, don't own radios.
Some Interlocking Markets
Socially and statistically, the Amer-
ican family has long labelled itself by
its possession of an automobile and a
telephone. People who own one or
both are the prime markets for all na-
tionally advertised goods. Note how
thoroughly radio saturates markets:
05.7' < of all urban telephone home?
could be reached by radio.
I lie same saturation figures hold to-
dav for families with refrigerators,
washing machines, etc. Radio delivers
the complete market.
As early as 1037 . . .
959* of all urban automobile homes
could be reached bv radio . . .
Other media, magazines particularly .
are fond of pointing out that "90% of
our circulation owns an automobile,
and so forth."
Hut this i- a very different story than
tadio. which can sav that "'95% of all
urban automobile families can be
reai bed bv radio.
Magazines reach splinters of these
markets. Radio reaches the whole
market through the I . S.
Multiple Set Growth
Between 1014 and 1947 the U. S.
families with more than one set almost
doubled: 18', in 1944. 34% in 1947.
Automobile sets climbed from 4.-
500.000 in 1937 to 0.300,000 in 194U.
This multiple-set ownership is another
indication of something not often em-
phasized: radios saturation of the
upper-income markets.
Radios virtual saturation of all in-
come levels often obscures the demon-
strated fact that radio first appeals to
families with money. In 1930. when
onlv 40.3/4 of I . S. homes had radios,
there were sets in:
7!!', of all \ \ homes I income ovei
$10,000)
73.7', of all A homes ($5,000 to
10.000)
66.8$ of all BB homes ($3,000 to
5.001 1 1
54.2', of all B homes ($2,000 to
3.000 I
In 1033. when 56.2% of all I .S.
homes had radios there were radios
in :
!!7.J!' , of all A A homes
<">5.7' , of all A homes
80.79! of all BB homes
72.0', of all B homes
57.89J of all C homes I $1,000 to
2.000 I
Why Is Radio So Effective?
\ clue: at Deshon General Hospital,
the 1 .S. \rinv asked a group of blind
and deaf veterans which of the two
senses the) would sooner have restored.
if thev could have onlv one.
124
SPONSOR
HOW FAR CM JARO HESS GO?
He's gone too far already, say
some. There's the station manager in
North Carolina who wrote that
he got so steamed up looking at the represen-
tation of the "Station Manager**
that the print hurst into flame. And the
New York radio direetor who
locked his eopy of the "Account Execu-
tive** in his desk hecause one of the
agency account hig-wigs "was kind
of sensitive.'* So it's wise to calculate the
risk before decorating your office with
these five provocative, radio-rihbing.
Jaro Hess drawings. They're
12" x 15", reproduced on top-quality
enamel stock, ideal for framing.
Betides the Sponsor there's the Timebuyer, the Station
Manager, the Account Executive, the Radio Director.
While our supply lasts the sat is yours — free with your
subscription to SPONSOR. Write to SPONSOR, 510
Madison Ave., New York 22.
FREE, with your subscription to SPONSOR
($8.00 per year)
L
If you think the sponsor is out-of-thi>-
uorld. then wait 'til you see the four
others. Jaro Hess caricatures are
available only with your subscrip-
tion to SPONSOR. Extra sets, avail-
able to subscribers, at $4.00 each.
J
"I am 100% satisfied with
your excellent caricature titled
Sponsor never satisfied."
The Toni Company
Don P. Nathanson
"It's a good thing advertising
men don't bruise easily because
these jaro Hess satires really rib
the business."
Louis C. Pedlar, Jr.
Cahn Mille/ Inc.
"The pictures by Jaro Hess
are splendid and I'm delighted
to have them."
Niles Trammell
NBC
"During each busy day I make
it a point to look at them just
once. They always bring a smile
and relieve tension."
Dick Gilbert
KRUX
QrSi>.
Eighty percent said they would
sooner hear again.
OVER 230,000
POPULATION
Largest population
market in Illinois and
fowa, outside Chicago.
Family income tops
$5,650 per year.
Farm machinery manu-
facturing center of the
nation.
Delivering more listeners
at a lower cost . . .
WHBF
5000 Watts Basic ABC
AM • FM • TV
National Representatives . . Avery Knodel, Inc.
^ClU
Are YOU being misled about
NORFOLK??. 7
Getting most for your dollars
in VIRGINIA'S NO. 1
MARKET?
Better double check your
schedule NOW for this pros-
perous, booming area!
and get set for
BIG NEWS IN NORFOLK
RADIO
in 1950!
ASK RA-TEL ....
about
M
WSAP
M
Serving
NORFOLK — PORTSMOUTH
NEWPORT NEWS
From
Portsmouth
MUTUAL NETWORK
B. Waller Huffinfcilon, General Mgr.
A moments contemplation suggests
why. They felt more "cut-off" from
people, more lonely, when they couldn t
hear human \oices than when they
couldn't see human faces.
radio runs away from the field.
Merely to look at a person is to see
only the outside ... to hear someone
speak is to get a message from within.
is to establish a deep contact with an-
other personality. More than sight of
other people, more than the written
word, the sound of other people talk-
ing brings people together.
We respond more to speech than to
the written word. This is one of the
great roots of radio's power.
One Month's Audience
In a month, a top radio program
will be heard by 50% of all the adults
in the U.S.; the vast majority of them
hearing it two or three times in the
month. Consider the "Lux Theatre of
the Air," for which listening data is
available, as of January, 1940:
48.8 r ; of all U.S. people over 18
heard it in a month
55. 1 ' '< of all people with some col-
lege education
r>(>.2' '< of all people with some high-
school education
34.2 '/( of all people without high-
school education
47.6% of all A income people
54.1% of all B income
52.1 % of all C income
40.4% of all D income
This is for one program, not for a
schedule of programs.
Inherent Selling Qualities
Sales come out of impact, not out of
geograpln. Not alone "how many,"
but "how hard you hit 'em" is the
truer measure of success for any ad-
vertising medium. Despite radio's
astonishing horizontal stretch ("how
many") , it is the vertical impact — "how
hard you hit 'em" — that forms radio's
bedrock of value to advertisers.
Radio's "great numbers" are the re-
sult of its impact, both in programing
and advertising, not the cause of it.
An advertising medium must be judged
by this equation: Sales value equals
circulation times frequency times im-
pact. It is in the powerful combination
of these three elements, each increas-
ing the value of the oilier two. that
The Living Voice
Every salesman, politician, and dic-
tator knoivs that what Pliny, the
lounger, said over 1,800 years ago is
true today: "We are more affected by
ivords we hear, for though ivhat we
read in books may be more pointed,
there is something about the voice that
makes a deeper impression on the
mind."
People read alone. But thev listen
together. Each person tends to a
greater response because response is
infectious. Any automobile or insur-
ance salesman would much rather sell
a husband and a wife at the same time
than tr\ to sell each one individually.
Radio's Pictures
Radio has pictures, of course — the
pictures people paint in their own
minds. They are the greatest adver-
tising illustrations in the world.
More Personalized, Provocative
Radio pictures are more personalized
and provocative because they are not
and SELL
Southern California'
TOP
QUARTER
MILLION
withKFMV(FM)
58,000 Worn 94.7 mc.
p„o»W'<>'* e
listen^ ""
_ HON BIOAOCASTiNG COIPOKAtlON
6540 Sunset Blvd.,
Hollywood 28, California
V / /
126
SPONSOR
limited by the details of printed pic-
tures, which tend to freeze the imagi-
nation to specific details shown. The
Clairol Co. found this out in a maga-
zine campaign for a woman's hair
shampoo preparation.
The black and white campaign was
so successful it "progressed" to four-
color illustration. Sales effectiveness
immediately dropped off. They found
out that a woman looking at a black
and white illustration could more
easily identify herself with the picture,
whether she was blonde, brunette, or
red-head. Any color used in the illus-
tration which differed from the hair
color of a reader made it harder for
her to identify herself with the picture!
The history of the Toni Company,
which had spectacular success in sell-
ing home permanent wave kits, is al-
most entirely a radio success story, ft
showed the other side of the coin : how
effectively radio's '"pictures" get wom-
en to buv !
Message and Program Linked
In space advertising the magazine or
the newspaper gets the credit for the
information and entertainment in its
columns. In radio, it's the sponsor
who gets it. It is "The Lux Theatre of
the Air."' Or Eversharp brings you
"Take It or Leave It." etc. Sponsors
have an element of audience good-will
that is without parallel in space media.
Only in radio can the advertiser
make a sharp pre-selection of the edi-
torial frame and mood that will sur-
round his sales message. In radio, the
product gets its own frame — built to
order in every case!
/// radio there is no competition
from editorial content, because the ad-
vertiser controls the editorial content
which surrounds his sales message.
Sales Talk Gets Spotlight
Once the audience is collected and
entertained and the time has come to
sell, the program is removed, taken off
the stage . . . only the sales message is
there . . . the only thing on the stage.
This is of great importance to adver-
tising. Instead of the prospect's having
to exert himself to focus first on edi-
torial, then advertising content, radio
does it for him. Its easier for the
listener to hear the sales message than
to avoid it!
Service-Ads go to
client meetings
with Radio Director
"STANDARD RATE's Radio Section is always
with me," says the R. D. of one large agency.
"Even when I go to talk with clients I put it in
my briefcase. It gives me all — and I mean all —
the basic quantitative information I need on
any station, except coverage. And I welcome
ads in it that tell me something that the station
listings don't tell, such as coverage information.
Such ads are useful."
You, too, have probably noticed that many sta-
tions are supplementing their SRDS listings with
Service-Ads* that give additional buying infor-
mation, like WCFL's Service-Ad shown here.
Note to Station Managers: The SPOT RADIO
PROMOTION HANDBOOK reports the sort
of station information time buyers say they
want. It's full of promotion ideas. Copies are
available from us at a dollar each.
•SERVICE IDS
are ads that sup-
plement and ex-
pand SUDS liv-
ings with useful
Information that
h<*lps buyers buy.
^L
wen. iow
S0.000 WITTS IN CHICAGO
sells ' l+" stnes-l.2M.Kl oneaets
b Hi ■jnni...i.42l.l20 in setntot)'
• >>i ft i It. piocruBBlM tnckn an *u4
• I .'•II p*Mrin J
JunW 101. halm .«(-*■
M.US ft' M
I : K. =.<**, Sown TV-4. )*]<* .
. ...-.-.Jbru.tlwtl.ilinl.nlJ
■ ujH|Nmn n.ifc* |-,w.».if.
A. iW row. «/ UUr in I Jutun.
For your convenience WCFL runs
such Service-Ads* as this near
their listing in SRDS Radio Section.
Inc
f STANDARD RATE & DATA SERVICE,
The National Authority Serving the Media Buying Function
Walter E. Botthof, Publisher
333 NORTH MICHIGAN AVENUE, CHICAGO I, ILLINOIS
NEW YORK • SAN FRANCISCO • LOS ANGELES
>
RADIO
. . . sitwe its com m erciul Infancy
TELEVISION
. . . since 1939
i*vi*v**v It. Nelson. Inc*,
A tlwrt is iitcj
Seheneetadv and New York Citv
30 JANUARY 1950
127
Man with a mission
Even a trade publication if? entitled
l" an occasional lapse.
Ben Gradus is neither an advertiser
nor an agency executive. And sponsor
rarely writes about any others.
Hut this is sponsor's lapse. For non-
sponsor Gradus is worth writing ahou'.
Hen Gradus is director of LIGHT-
\I\G THAT TALKS. As such, he
could have satisfied himself with a
good film.
Yet Gradus decided that nothing
would do hut perfection.
The normal 45-minute commercial
film uses 20.0(H) feet of film. Gradus
shot 50.000.
I he normal commercial film is shot
within the confines of a single area.
Gradus and his hard\ crew traveled
25,000 miles.
Gradus insisted on naturalness. So
everywhere he went he selected and
trained non-professional actors suit-
ahly linked to the locale. Everywhere
he went he taught babies, teenagers,
housewives, octogenarians to perform
• •reditahlv in their real-life roles.
II. after seeing LIGHTNING THAT
I \1.K>. \ou consider it something spe-
cial. \ou may want to remember that
there was something special behind it.
Gradus was a man with a mission.
How to sell an advertiser
LIGHTNING III VT TALKS repre-
sents a serious attempt h\ broadcasters
to bring advertisers national, re-
gional, and local — face to face with
ke\ fads about iheir medium.
Such a presentation is long past due.
For years advertisers have been ham-
pered 1>\ a lack of understanding of
the advertising importance, impact,
and versatility of radio. Nobodv gave
it to them, except in dribs and drabs.
For lack of such a presentation mil-
lions were lost to broadcasters.
The shoe-merchant who was burnt
bv radio advertising after using three
announcements back in 1932 never
came back. The newspaper boys told
him why he shouldn't. The radio boys
never convinced him he should.
The large automotive manufacturer
who invests huge sums in every form
of advertising, except radio, might
quickly have changed his mind if he
had been given the wherewithal to
recognize that the persuasiveness of ra-
dio — its intense human appeal — works
just as well for autos as it does for
soaps and cigarettes. This industrial-
ist is too busy to give much time to
consideration of specific advertising
problems. But little bv little he picks
up an appreciation of media. Radio
was one that didn't get through to him.
The department store with the radio
taboo certainly would take a longer
look if its owners knew the basic di-
rect-selling jobs that Schuneman's in
St. Haul. ZGMI in Salt Lake City.
Polsky's in Akron, and other progres-
sive stores assign to radio — and with
what effect.
LIGHTNING THAT TALKS will
guarantee an initial interest . . . and at
least the beginning of appreciation of
radio by thousands of advertisers who
had none before.
But SPONSOR hopes that what this
unique doeumentarv develops will be
only a start. Now comes the real work.
It's up to broadcasters to follow with
individual showings of the film, per-
haps in its briefer versions: by per-
sonal solicitation: by well-planned
presentations pinpointing radios place
in the advertiser's scheme of things.
We recommend that this Souvenir
Issue of sponsor, prepared as a facts
and figures supplement to the film, be
used to the fullest.
The forces that bring about as im-
portant a presentation as LIGHTNING
THAT TALKS augur well for the fu-
ture sales aggressiveness of radio.
Radio is a great medium . . . and it will
be greater for remembering that there's
no substitute for constructive selling.
How to see the film
The word is spreading that radio
has something in LIGHTNING THAT
TALKS. During the past week or two
inquiries have been received at SPON-
SOR from advertisers and agencv execu-
tives who want to see the film and
wonder how that can be arranged.
On page 42 of this issue is a story
describing the industry's plans for
showing the film to sponsors, prospec-
tive sponsors, and advertising agency-
personnel. As sponsor went to press
the dates of area showings were not
sufficiently defined to be published.
These will be released bv the HAH.
Stations in your own area will be
glad to provide further information on
-bowings, sponsor will be happv to
answer questions and to dig up an)
data available on dates of showings in
specific areas. The BAB office. 270
Hark \venue. New York City, is ading
,i- clearing house for showing dates.
Applause
Awareness of radio: 1950
Long before the first showing of
LIGHTNING THAT rALKS, national commercial vitality of the mosl exten-
and local advertiser- and agenc) execu- s j V( . advertising medium available.
lives were asking when and where they ], ,»xnresses the urgent need for
sents several things. It represents a basic interest in all
It indicates a keen awareness of advertising, and a deep desire on the
radio: 1050 variety. It reveals the part of advertisers to place the several
might see the film.
It expresses
radio presentation material that will
Man) such queries came to sponsor, help advertisers appreciate the impor-
To u- this wave of interest repre- lance of the medium.
mediums in their proper perspectives.
LIGHTNING THAT TALKS will
contribute substantiallv to a better un-
derstanding of radio.
SPONSOR is pleased to note the wide-
spread receptivity to its message.
128
SPONSOR
ROPED!
TIED L^ < ^^?_ il t ^
READY FOR BRANDING !
That's the breezy Arizona way of telling
you that more than
HALF A MILLION ARIZONANS
who, annually, spend more than
HALF A BILLION DOLLARS
in KOOL's retail trading area provide a
ready-made, loyal audience
for YOUR SALES MESSAGE
— made doubly responsive by KOOL's
active showmanship and local promotion
"f" the consistently top-Hooperated
COLUMBIA NETWORK PROGRAMMING
Key Station of the
Radio Network of Arizona.
KOOL, Phoenix
KCKY, Coolidge
KOPO, Tucson
100% coverage of Arizona's
richest area comprising 75%
of the State's population.
Your COLUMBIA Station
IN ARIZONA
5,000 WATTS DAY and NIGHT 960 KCs
Phone, wire or write for availabilities today
NATIONAL REPRESENTATIVES
George P. Hoi I ingberry Co.
NEW YORK • CHICAGO • LOS ANGELES • SAN FRANCISCO • ATLANTA
Makes You
Stronger!
The right kind of food builds you up.
And so does Radio Sales research.
Take the case of the food spon-
sor who wanted to be stronger in
Intermountain America. A Radio
Sales Account Executive — bar
by the most resourceful research
department in spot radio— sho
him how he could get 3 times as many
listeners at less than one-third the
cost-per-thousand. By switching
KSL in Salt Lake City. So he <
You, too, can make your adver-
tising so powerful it'll pick up extra-
heavy profits ... in 13 of your most
important markets. Just call . . .
Television Statio
Representing wets, wt wrva, wbt
KMOX.WBB.v WBTV,
WAM-TV, K8L-TV, KTTv and the Columbia Pacific Network.
^
ia fc ^
V -;
!►
twg, '
r
V-i .
mm
IB
3 FEBRUARY 1950 • $8.00 a Year
Out
Spot, network,
or both? -p. 17
Monica Lewis is Chiquita number 3 — page 20
ChaH^T
Wilson
■
pag. 14
Dictionary
page 22
m
i
Sponsor
Speaks
page
64
Applause
page 64
WHAS-TV . . soon on the air . . . will be represented
nationally by Edward Petry and Company.
Petry has represented WHAS since 1933.
MAS TV
VICTOR A SHOLIS, Direcfor
NEIL D. CLINE, Soles Diretfor
ASSOCIATED WITH THE COURIER JOURNAL & LOUISVILLE TIMES • AFFILIATE OF THE CBS TELEVISION NETWOR
TS... SPONSOR REPORTS..
..SPONSOR REPORT
Tide promoted as
non-rinse detergent
after Surf's lead
Will station experts
pool talents?
Son helps hypo
Crosby's Hooperating
BMB's second study
reveals in-town
station gains
Railroad execs
interested in
TV advertising
Networks expand
sales research
facilities
Transit radio
gathers proof
of results
13 February 1950
P&G's Tide, previously advertised without any non-rinse attribute, is
now being sold nationally as a non-rinse detergent. Idea was first
used by Lever Brothers* Surf and in three major cities. Sales
equalled Rinso's one month after inception of advertising. Lever is
producing Surf in limited quantities; Tide is being manufactured for
national distribution.
-SR-
Election of Vic Diehm, veteran broadcaster-owner of WAZL, Hazleton,
Pa., to vice-presidency and directorship of WHOL, Allentown, Pa.,
indicates possible trend toward pooling of station know-how in grow-
ing competitive era. With too many stations in practically every
market, it's survival of the fittest.
-SR-
When Bing Crosby's youngster appeared on his show 18 January, he gave
papa's rating a boost. In the 17-24 January poll, Bing jumped from
seventh place to third. Jack Benny, without offspring but with wife,
continues to hold top position.
-SR-
Study number two, released early in February, points up gains by in-
town stations. BMB headquarters' services are available to adver-
tisers and agencies in analyzing and processing BMB material. (See
page 26. )
-SR-
Successful use of TV by Santa Fe has been a source of encouragement
to other railroad companies. Most of 90 RR ad managers attending
annual conference in Chicago expressed definite interest in
television.
-SR-
Both NBC and CBS are gearing for more intensive sales efforts with
expanded sales planning and research operations. George Wallace
heads new four-division NBC radio set-up dealing with sales planning
and presentations. He will work closely with Harry Kopf , vice-
president in charge of sales. At CBS E. P. J. Shurick, formerly with
Free & Peters, will move into network sales research under super-
vision of John Karol, sales director.
-SR-
Transit radio is compiling numerous examples of outstanding results
for national and local advertisers. Antagonism to newest radio
medium stems mainly from printed media sources anxious to stifle a
growing competitive threat.
sriiNsiilt \ I un, I Xii I 13 I ! 150. Published biweekly for SPONSOR Publications I LO Elm Ave., Baltimore 11. Mil. Executive, Editorial. Circulation Office
! " Madison lv< New York ■>•!. ?S ;i year in V. S. $9 elsewhere. Entered a- secid elass matter J!i January 1919 at Baltimore. Md postofflce under Act 3 March 1879.
REPORTS. . .SPONSOR RE PORTS. .. SPONSOR R
Negro disc jockeys
number over 80
1950 looms as big
year for spot
Co I gate -Pa I mo live -
Peet buys fifth
African program
Lever Brothers to
spend $2,500,000
for TV in '50
Miles antihistamine
candidate sponsors
three net shows
NBC's "Saturday
Night" Big
Business
$200,000 for
Phonevision films
Croup stations
establishing
New York
sales offices
Newly compiled list of Negro disc jockeys shows rapid increase in
programing for colored audiences. Earlier list contained less than
50 names ; new one has more than 80.
-SR-
Early forecasts of increasing use of spot radio in 1950 are material-
izing. Responsible spot sources report substantial increase in
January spot radio advertising over previous year, with new auto and
anti-histamine announcements leading the parade. During early
February trend continuing. Medium's flexibility is appealing factor
in face of changing conditions.
-SR-
Colgate continues to make effective use of radio in foreign markets.
Company has bought fifth South African program: "King Cole Court,"
15-minute transcribed musical. Programs and spots give Colgate
national coverage in South Africa.
-SR-
Lever Brothers will allocate $2,500,000 for television advertising in
1953. Money is to be added to annual ad budget. Allocations for
other media will not be reduced to include new medium. P&G has
appropriated $1,500,000 for TV on an experimental basis.
-SR-
Miles Laboratories anti-histamine product Tabcin is being plugged on
three network shows: "Edwin C. Hill"; "One Man's Family"; "Ladies
Fair." Tabcin is advertised on 11 broadcasts a week. Two of pro-
grams are on Monday-Friday.
-SR-
NBC's 2'/2 hour Saturday night TV stint looms as a $4,560,000 annual
business. That's gross takes when "Saturday night" is sold solid to
15 advertisers. Cost to each is about 35 percent of weekly full page
schedule in LIFE. Twenty-two stations will be included in network.
Program starts mid February.
-SR-
Boost for E. F. McDonald's (Zenith) Phonevision, prior to FCC ap-
proval of pay-as-you-use telephone-TV system, is decision of movie-
maker James A. FitzPatrick to spend $200,000 of his frozen European
funds making two-reel Phonevision subjects on Continent. Fitz-
Patrick plans production in March if FCC okays system.
-SR-
Westinghouse Radio Stations is new3St group to establish sales office
in New York. Eldon Campbell, sales iranager of Kex, Portland, is
National Sales Coordinator starting 15 February. Two years ago Fort
Industry Stations opened similar New York office with Tom Harker in
charge, and Fort Industry success is setting pattern. New York sales
offices work closely with national representatives.
—please turn to page 34—
SPONSOR
THE
OUT-OF-HOME
RADIO AUDIENCE
• •
is important
in Winter as well as Summer
The Second Report on OUT- OF -HOME
radio listening in New York, just released,
clearly establishes the stability of the OUT-
OF-HOME audience. It was almost as large
in November, when this study was conducted,
as it was in August, the period covered in
The First Report.
The constancy of this audience, as well
as its vast size — one out of every two New
York families had members listening to the
radio OUT-OF-HOME daily in November —
further emphasizes the common sense of
radio's counting its entire house, AT-HOME
and OUT-OF-HOME listeners.
The Second Report makes this TOTAL
count a practical reality. For the first time
ratings are now available for OUT-OF-
HOME listening by Vi-hours from 6 a.m. to
12 midnight, exactly as in the standard
monthly AT-HOME rating studies. These
OUT-OF-HOME figures can legitimately be
combined with the AT-HOME ratings to
determine the TOTAL radio audience by
stations for any Vi-hour. Both surveys are bv
PULSE, conducted simultaneously and using
the same sample.
There are vital facts for radio time
buyers and advertisers in The Second Report.
OUT-OF-HOME listening habits do not
always conform with AT-HOME radio pref-
erences. Certain times and certain programs
are greatly enhanced in value, while others
benefit little. Every time period needs to be
re --evaluated!
A limited supply of "The Second Report"
is available. Write for it to WNEW, 565
Fifth Avenue, New York 17, N. Y. Or ask
a WNEW representative for a copy.
Represented
by John Blair & Co
13 FEBRUARY 1950
Vol. 4 no. 4
13 February 1950
l. FEATURES
Sponsor Iteports
510 tfaffi.voti Ave.
Outlook
\ew «nrf Renew
fir. Sponsor:
€'harles F. Wilson
P.S.
fir. Sponsor Asks
TV Results
.Sponsor Speaks
Applause
I
a
8
n
14
15
36
:t:t
64
64
Editor & President: Norman R. Glenn
Secretary-Treasurer: Elaine Couper Glenn
Managing Editor: Miles David
Senior Editors: Frank M. Bannister, Ellen Davis,
Irving Marder
Assistant Editors: Joe Gould, Fred Birnbaum
Art Director: Howard Wechsler
Vice-President - advertising: Norman Knight
Advertising Director: Lester J. Blumenthal
Advertising Department: Edwin D. Cooper
(West Coast Manager), M. L. LeBlang,
Beatrice Turner, William Ethe, Edna Yergin
Vice-President & Business Manager: Bernard
Piatt
Circulation Department: Ann Ostrow, Emily
Cutillo, Victoria Woods
Secretary to Publisher: Augusta Shearman
Office Manager: Olive Sherban
Published biweekly liy SPONSOR PUBLICATIONS,
INC. Exccullv. Editorial incl Advertising Offices: 510
Madlsoi York 22, N V. Telephone: Murray
Hill 6-2772 Chicago Office 360 N Michigan Avenue.
Printing Office: 3110 Elm
A» Baltimore II, Md. Subscriptions: I'nlted Slates
J* a 1 anil foreign $9. Single, copies 50c.
Printed In 1 B \ Addre j,ii corre pondence to 510
n Avenue, New York 22 N Y. Copyright 1950.
SPONSOR PUBLICATIONS. INC.
ARTICLES
Spot, network, or both?
Some simple guide rules that will help you decide how to use your national
radio budget 1 i
Vo .vie* (it for i h iff tii I a
How a synthetic senorita educated and expanded the banana market 20
TV dletlonary
SPONSOR presents the most complete compilation of TV terms and definitions
gathered to date <*<&
Auto atlvertlsers ean do better
Shrewd use of radio can spell success in 1950s tough buyer's market *4
Yardstick #2
New BMB survey reveals you can't judge 1950 listening by 1946 statistics ^W
After mltlnlyht
A SPONSOR analysis of the commercial possibilities of reaching the midnight-
owl millions SB
D-Day at the Waldorf
National leaders will attend LIGHTNING THAT TALKS premiere I March 30
IN FUTURE ISSUES
ffoit* to erttek a stone wall
What part radio played in Taylor-Reed Corporation's 1949 $2,000,000 gross.
The story of a "ten-year wonder"
Ularkets on the more
Transit radio, currently in 19 areas, piles up exceptional results
Women's partlelpatlon shows
Women's programs are proving slick salesmen of products ranging from mops
to mink coats
Tfi<> ii-fi if (im; farm market
Farm income and demand for electrical appliances hit an all-time high, but
radio is generally missing the boat
Feb. 27
Feb. 27
Feb. 27
NOW YOU CAN SEE AND STUDY
70 of Television's
Most Successful Commercials . .
PRIVATELY... RIGHT IN YOUR OWN
OFFICE. ..ALL ON ONE
1
FREE FILM!
_
To fulfill many requests which we have had from advertisers,
and their agencies, to study the distinguished television commer-
cials produced by Sarra, Inc. for leading television advertisers, we
have prepared a special film featuring 10 of television's most successful
commercials. This film is available for you to have and study right in
your own office for as long as you
AMONG TELEVISIONS MOST SUCCESSFUL
ADVERTISERS ARE THESE SARRA CLIENTS:
Amion • Amurol • Ballantine Ale & Beer • Blatz
Brewing Company • Bulova • Eastman Kodak
Company • Eversharp Schick • Heed Deodorant
Heide Candy • Krueger Brewing Company . Lucky
Strike Cigarettes • Lustre Creme Shampoo . Miller
High Life Beer . National Shawmut Bank . Pepsi-
Cola Company • Sante Fe Railroad ■ Tasty Bread
want it. Others will follow periodi-
cally. All you have to do is fill out
the coupon below and send it to our
nearest studio. We will immediately
make this film of 10 successful tele-
vision commercials available to you.
Please send me the free film featuring 10 of television's most successful commercials.
AR*+r llllllh
NAME TITLE
COMPANY
NEWYOKK • CHICAGO ■ HOLLYWOOD
200 EAST 56th STREET, NEW YORK 22, N. Y. (
16 EAST ONTARIO STREET, CHICAGO 11, ILLINOIS
445 S. LACIENEGA BOULEVARD, HOLLYWOOD 48, CAL.
STREET
CITY
I would like to study this film for weeks.
Dept. S
PHOTOGRAPHIC ILLUSTRATIONS • MOTION PICTURES • SOUND SLIDE FILMS • TELEVISION COMMERCIALS
13 FEBRUARY 1950
Mighty ""Pf ' VC ' B m ° thflt Counts
a , the End of the Game f
5
l « P r OOM ' Year after ye Qr
0<^ M ° Staqs out /^
For 15
Consecutive 1
Years . .*
/
Sure, there are other radio stations
in Memphis, and there are good
programs on those stations; but it is
significant that FOR THE PAST FIF-
TEEN YEARS, WMC HAS CARRIED
MORE NATIONAL, REGIONAL
AND LOCAL DOLLAR VOLUME
ADVERTISING THAN ANY OTHER
RADIO STATION IN MEMPHIS.
WMC has made a real place for
itself in Memphis — and there is a
place for you on WMC.
* — a " selective" medical advertiser has broad-
cast 52 weeks each year over WMC for a total
of 5,070 programs.
(Name furnished on request.)
WMCF
WMCT
NBC - 5000
WATTS-790
MEMPHIS
50 KW Simultaneously Duplicating AM Schedule
First TV Station in Memphis and the Mid-South
National Representatives • The Branham Company
Owned and Operated by The Commercial Appeal
510 Madison
\\ c should like to receive your book-
let entitled "99 Case Histories" which
deal with a large variety of television
successes.
If there is any charge for this book-
let please let us know at once and a
check will be sent along, although we
understand it is available to sub-
scribers.
John T. Farqlhak
Devereux & Company Inc.
Utica, N. Y.
We are currently planning a TV
pitch to one of the big department
stores down here and need as much
background material and success
stories as we can possibly get.
I am sure that in the last year you
folks have run a number of back-
ground stories as well as success stories
on department stores and specialty
shops in TV. I would certainlv appre-
ciate your sending along any material
that you have.
Robert S. Mather
Television Director
Henry J. Kaufman & Associates
Washington. D. C.
I am interested in obtaining a copy
of your "99 Case Histories" covering
TV successes on the part of depart-
ment stores. If there is am charge
for this pamphlet, please bill me per-
sonally.
W. Arthur Fielden
Detroit Manager
Radio and Television Department
Camphell-Fwaltl Com pun v
I have been an avid follower of your
magazine since its first issue, and find
it extremely helpful. Recently my only
copy of vour TV Success Stories was
lost, strayed or more prohabb stolen.
No doubt more of your TV case his-
tories have developed since that print-
ing. I would appreciate your sending
me the original 83, and any supple-
ments thai have been printed 1>\ SPON-
SOR PI BLII \no\s iii the time that has
elapsed since then.
B. J. Stapi.eton
Television Director
Barlow tdvertising
S3 racuse
SPONSOR
for...
complete coverage
...UctoWHTN
WHTN's.5 mv m contour
wraps up the rich Huntington
market better than any other
station, regardless of power.
Cost is lower, too. Add to this
an FM bonus on WHTN-FM,
most powerful FM station in
the Central Ohio Valley, and
you've got a low-cost, high
power medium for tapping
the gold in these hills. Take a
look at the Huntington Market
...$300,000,000 in retail
sales... then make up your
mind to get your share by
using WHTN and WHTN-FM.
THE POPULAR STATION
^^ if w i ■ iv w
800 KC ■ ' ^ 1005 MC
51 000 WMrs
HUNTINGTON, W. VA.
For availabilities rates and
other information, wire, write
or phone
Pace- Wiles, Inc., Advertising
Huntington, West Virginia
National Representatives
In cooperation with our local de-
partment stores we are endeavoring to
accumulate a list of successful televi-
sion shows that have been used by de-
partment stores or any type of retail
establishment. We are specifically in-
terested in the format of the particular
show and it possible anj examples of
concrete results.
Dan Starr
KING
Seattle
• Several significant department store TV rac
ceSSM .irr r.-. i.r.l.d In "99 TV Results." A new
edition of "TV Result." containing: 199 results
will lie published late in February. This will be a
-bonus" to SPONSOR subscribers.
KIDDING MR. HOOPER
Just thought the following might be
of interest to you, as a little short note
kinda' kidding Hooper and Conlan:
ATTENTION MR. HOOPER AND
MR. CONLAN — In a recent campaign
conducted in the city of Hannibal, Mr.
Herb Tuttle, manager of the Gamble-
Skogmo Store made his own survey.
The campaign consisted of station-
break announcements over Radio Sta-
tion KHMO, advising listeners on the
merits of Coronado appliances, and to
be on the look-out for "the Friendly
Gamble Man when he called at their
door." In the follow-up, the appliance
man made 27 calls and in all 27, was
received with the information that the
housewife had heard the announce-
ments.
Wayne W. Cribb
General Manager
KHMO
Hannibal. Mo.
HONEST REPORTING
Timed as it is, just before our 4th
survey, and just before BMB's release
of its current reports, the article in
your 16 January issue entitled "BBM
Works in Canada" will do a fine bit of
selling for BBM and some much need-
ed needling for those stations in the
United States who are slow to see the
definite benefits of BMB (or its suc-
cessor ) .
We would be the first to agree that
station audience measurement has not
reached the ultimate. There will al-
\\a\s be changes of one sort or another.
But we are sure most everyone will
concede that constructive steps have
been taken, and that given time, all
difficulties can be ironed out.
i /'lease turn to page 62)
are on CKAC
because CKAC
reaches
450,000
French radio
homes,
or 7
out of every 10
in Quebec
CBS Outlet In Montreal
Key Station of the
£ TRANS-QUEBEC radio group
CKAC
MONTREAL
730 on the dial • 10 kilowatts
Representatives :
Adam J. Young Jr. - New York, Chicago
William Wright - Toronto
13 FEBRUARY 1950
forecasts of things to come, as
seen I v SFONSOR'S editors
Outlook
Cigar manufacturers look
to spot radio to spur sales
In 1920, over 8,000,000 < iuars were sold. Last \ear, with
the above-] 1-year-old population 20.000.000 higher, onl)
5,600,000,000 cigars were smoked. The total dropped
200,000,000 from 1948. To combat this alarming decline,
radio spot advertising will be emphasized. Meanwhile, the
American Cigarette and Cigar Company, which was count-
ing on its half-hour weekly CBS program starring Joan
Davis to boost sales of its Roi-Tan cigars, is discontinuing
the show after 3 March.
Supreme Court may rule
on TV film censorship
Like man) a movie company, TV and commercial film
makers are being plagued by state and local film censors.
To rectifj this threat to free speech, a Federal court has
decided that, since TV i- in interstate commerce, the FCC
is in lull (barge. The Supreme Court may rule next on
this derision.
FM stations showing
increase not decline
With Transit radio. St o recasting, and other functional
forms as stimuli. FM is not yet ready to be counted out
of aural broadcasting. As of 12 January there were 733
I M stations on the air in contrast to 701 in January. 1949.
Larger screen trend seen
in TV tube sales
Will falling prices and an increase in l\ set production.
the purchasing trend is toward larger screen sets. Kipiip-
ment manufacturers report that of all the television-^ pe
cathode ra\ lubes bought recenl) over half were over the
12-inch size.
Out-of-home listening
bonus to be explained
The sizable advertising bonus thai radio sponsors have re-
ceived for years via auto radio-: restaurant, beaut) parlor,
and barbei shop listening; beach and outdoor entertain-
menl audiences will soon be explained. Pulse studio, now
made for WNEW, Southern California Broadcasters, and
others, reveals the advertising importance of radio's "Big
Plus. During 1950 the lull extent ol radio's audience
will be brought home to advertisers. Further light on this
important subject will come from studies showing times
ol da) when out-of-home listeners ate at their peak, what
types of audiences predominate al specific periods. Kale
'.nd- may, ill some cases, he adjusted when lull scope of
in inted audience i- determined.
Frozen milk concentrate looms
as future industry
Because of the boom in frozen orange juice, many com-
panies are now working on methods to put frozen milk
concentrate into cans. The frozen milk, cheaper than fluid
milk, ma) be available to retail customers in about two
\ears. Meanwhile. Minute Maid Corporation, which makes
frozen juices, plans to spend some S2.000.000 in advertis-
ing. This will include a heavy radio spot campaign.
Radio, TV sales hit
a new high in 1949
Dollar sales of radio and television sets hit a new high last
\ear of $850,000,000. This is a 13 percent increase over
1948 sales. With an increase in radio receiver sales and
the selling boom on TV sets, 1950 looms as another banner
year for manufacturers.
Brazil and Canada plan
TV stations
A Brazilian radio network plans to construct a TV station
in Sao Paulo which is expected to go on the air next sum-
mer. In Canada, plans for stations in Toronto and Mon-
treal are in progress. It won't be long now before Ameri-
can advertisers are able to plug their products via video
in the rich Brazilian and Canadian markets.
Radio-in-every-room can be
important selling point in 1950
Of the 8.000.000 radio sets sold in 1949 I at $320,000,000
retail I 6,000.000 were table models mostly for the "radio-
in-every-room" market. This could be the radio manu-
facturers' best market in 1950, too. With daytime TV pro-
graming still in the experimental stage, radio can easily
monopolize the daytime audience while battling video for
the evening listener (viewer). A radio-in-every-room for
the children, the busy housewife, or one for Dad to hear
his favorite program can be the "gimmick to increase
radio set sales.
Commercial shortwave source
of revenue for stations
l'ri\atel\ owned shortwave stations can look to \merican
industr) having factories abroad to advertise via their
wavelengths. Station WRl !. (Boston) 250.000 watter has
signed International General Electric Compan) as its first
client. Success of this venture max encourage other indus-
trial firms to beam commercial programing abroad.
1950 prospects given
for radio, TV set sales
Total radio. TV and record player purchases for 1950 are
estimated ai $740,000,000 or an average of $17.60 per
famil) . This is 7.5 percent of the national total to be spent
for all product groups.
Used-car dealers plan
1950 radio promotion
With the auto industr) stepping up its 1950 advertising
budget, local used-car dealers hope to keep pace with their
promotional efforts. Present plans call for the used-car
dealers to spend $15 pei cai sale foi radio promotion.
8
SPONSOR
JACK HOLDEN
for grocery store products-
JACK
Al TIFFANY
HAL CULVER
Products are accepted at once as friends in the
millions of Chicago-Midwest homes where they're
introduced by the WLS personalities who visit
these homes every day — and bring the friendly
kind of radio service for which WLS has always
been noted.
In 1949, more than 100 famous names in
food store products used WLS as a sound way
to make friends and step up sales among the
substantial, home-loving families of Chicago
and its surrounding 4-state area . . . the big,
region where people in city, town and farm
depend on WLS for accurate information,
for dependable advice and for clean, fam-
ily-style entertainment.
High on the loyal listening list is WLS
Feature Foods, unique in its friendly, in-
formal selling of grocery-store products.
The WLS sales manager or your John
Blair man can tell you more about
how you, too, can use WLS person-
alities to increase your sales in this
market WLS has always programmed
for. Meantime, send for your free
copy of the information-packed
Feature Foods booklet, "How to
make this WLS -Chicago market
your market." Address Sales Man-
ager, WLS, Chicago 7, Illinois.
890 KILOCYCLES, 50,000 WATTS, AMERICAN AFFILIATE, REPRESENTED^ BY JOHN BLAIR AND COMPANY
13 FEBRUARY 1950
I
"Mr. President" and \\ illie WISH
have just been re-elected
by a landslide vote.
Yes, Morris Plan, one of the leading financial
institutions in the Indianapolis market,
has just renewed the popular
"Mr. President" program for a third term.
This is typical of many successful firms
that have found that Ion;: term
advertising on WISH docs the job.
that powerful puller in Indianapolis . . •
sJuAO^vri
OF INDIANAPOLIS
affiliated with AMERICAN BROADCASTING COMPANY
GEORGE J. HIGGINS, General Monoqer
uV#»it? and r
13 lelirmiri, 1950
These reports appear in alternate Issues
New on Networks
SPONSOR
Anahlst
Bowey's Dari-Rit h
(Columbia Recording*
Doubled ay & Co
Doublcday & Co
Globe Mill*
Kellogg Co (Pep)
Miles Laboratories
Henjamin Moore
Quaker Oats Co
Quaker Oats Co
Shulton Inc
Win H. Wise
AGENCY NET STATIONS
1 not* , Cone X lidding
Sorenson & Co
MrCanti I n< k ... ,
Huber lloge & Sons
flnber Hope & Sons
I, CO Kiirn. II
Krtnon A Frkhnrdt
Wade
St. (.rurpr-4 & Keyes
V-t-tlh.im, Louis «£ Krurbv
N.i flli.im, Louis & Brorh)
Wesley Associates
Thwing A A 1 1 m a it
MBS
.155
MBS
CBS
58
NBC
43
ABC
61
CBS
12
MBS
65
MBS
410
MBS
375
CBS
38
CBS
17
NBC
13
i 11^
53
PROGRAM, time, start, duration
True or False) Sat 5-5:30 pm; January
Radio llarri- Hollywood News; Sal 5:30-15 pm
The. L P Record Parade; Sun 4:30-5 pm ; Feb 5; 13 wk»
Edwin C. Hill Farts Unlimited; Sun 4-4:30 pm; Jan 18; 13 wk»
Jacques Fray (Music) Sidney Walton (News) Sat two 15-mlnute nee,.
ments Immediately after the Metropolitan Opera
Im. To Be Young; Sat 2:30-3 pm; Jan 7; 52 wks
Mark Trail; MWF 5-5:30 pm; Jan 30
Ladles Fair; M-F 2:15-30 pm; Feb 6
Your Home Beautiful; Sat 11-11:15 am; March 4
Grady Cole & The Johnson Family; MWF 2-2:15 pm ; Jan 6; 52 wks
Lou Child.. . T, Tl. 2-2:15 pm ; Jan 16; 52 wks
Fun To B Young; Sat 2:30-3 pm; Jan 7; 52 wks
Get More Out of Life; Sun 12-12:30 pm; Jan 22; 13 >. k.
Renewals on Networks
SPONSOR
AGENCY NET STATIONS
A II.. r. Milling Co
Norwich Pharmacal Co
Seeman Brothers Inc
Krwin, Wasey
Benton A Bowles
Win. II. Weinlraiih
NBC 13
ABS 232
CBS 170
PROGRAM, time, start, duration
Aunt Mary; M-F 3:30-45 pm Par time; Jan 13; 26 wks
The Fat Man; F 8-8:30 pm; Feb 10; 52 wks
Allan Jackson & The News; Sat 11-11:05 am; Jan 28: 52 wks
National Broadcast Sales Executives <**™«™i changes)
NAME
Isabel Biasini
John J. Cole
I .in. Crawford
John Rhys Evans Jr
Frank Falknor
Albert E. Foster
William C. Gfttinger
Robert P. Heller
Andrew I. Keay
Marion Lennox
Dean Linger
Norman Louvau
Sarkett Miles
Arthur Mundorff
Victor T. Norton
Frank J. Reed
Hubbell Robinson Jr
Ralph A. Sayres
James M. Seward
Frank Shakespeare
Franklin H. Small
Alexander Stronach Jr
Karl R. Sntphin
Charles Vanda
J. L. Van Yolkenburg
FORMER AFFILIATION
MBS, N. Y., continuity acceptance dept
Win V. Pittsb., sis sve mgr
NEW AFFILIATION
Frederic W. Ziv Co., N. Y., northwest rep
W BBM. Chi., genl mgr
Lever Brothers, N. Y., dir of media
CBS, N. Y., vp in charge of AM network his
CBS, N. Y., head of documentary unit, exec prod
iBC, V Y., traffic and stn rcl dept
MBS, IN*. Y., continuity acceptance dept
\\ \*i/, Detroit, prom-publ dir
KRON-FM, S. F.. comml rep
Flske & Scheyhing, N. Y., statistician
WPAT, Paterson, N. J., asst vp
American Home Foods Inc, N. Y., prei
NBC, N. Y.
CBS, N. Y.j vp in charge of network programs
K Y W, Phi) a., comml mgr
( BS, V *. .. \p in charge of operations
WOK. V Y., head of radio ill ivc
Professor Quiz radio program, managing dir
ABC. N. Y., mgr of tr programs
ABC, Chi., central division, sis prom m .: ■
< IBS, * rsirrn division, exec prod ( H'wood )
< BS, N. *fc ., vp in charge of tv operations
Same, asst dir of religious programs
Same, acet exec
WPEN, Phila., sU mgr
KOMO, Seattle, acct exec
CBS, N. Y., vp in charge of program operation
WLAW, Lawrence, Mass., stn mgr
Same, vp and asst to pres
Same, >". Y. dir of programs for radio network
WFIL-TV. Phila., charge of tv sis SVC
Same, asst dir of continuity acceptance dept
ABC, Chi., central division, *ls prom mgr
KRON-TV, S. F., sis mgr
NBC, N. Y., mgr of AM sis sve
WOR, N. Y., sis dept, acct exec
NBC, N. Y., vp for administration
Same, tv sis sve dept mner
Same, supervisor of all radio and tv
WMBW, Miami Beach, acct exec
Same, vp in charge of business affairs, network programs
WOIC-TV, Washington, D. C, natl -pot sis and -vc rep (Mr.
Shakespeare will work out of WOR's N. Y. office)
WNDR, Syracuse, vp in charpe of sll
Same, null dir of tv program operations
Same, acct exec
WCAL'-TV, Phila., dir of tv
Same, vp in charge of network ill
i hi in
in next issue: IMetv National Spot Busitiess; JVetc and Renewed on Television;
Station Representation Changes; Advertising Agency Personnel Changes
\eic and Renewed 13 Febmary 1950
Sponsor Personnel Changes
NAME
James *A . Donaldson
Clarence C. Felix
Ily Freedman
F. C. Frey
Eric R. Griffithi
A- Stanley Kramer
John F. Morten
Samuel Olchak
Charles Sanford
Martin 1* Scher
G. E. von Kus*e
Chandler T. While
William Wylle
FORMER AFFILIATION
Standard Brands Inc, N. \ ., eastern regional sis mgr
Avco Mfg. Corp, Cincinnati, works mpr of Crosley div
Hunts Foods, Fullerton, Calif., penl sis staff
American Maize Prods Co, N. Y., penl sis mgr
I it tern at ion a I Silver Co of Canada Ltd, sis exec
Hirshon-Garliehl Inc. N. Y., accl exec
Air Km, Pro (I nets Co I lie
Amerian Maize Prods Co,
Admiral Corp ( N. Y. distr
Brooklyn, <
N. Y., acct
ibuting divis
lis mpr
on) penl
Central Aniline Works divisjoi
Film Corp, N. Y.
American Maize Prods Co, Chi.
NEW AFFILIATION
Phillips Pack i up Co inc. Cambridge, Md.. pen sis mgr
Same, assl to penl mgr
Same, L. A., asst mereh mgr
Same. a--t to vp
Same, dir and vp in charge of sis
Burlington Mills Corp, N. Y„ adv dir
V/eslinphouse Electric Corp, Sturtcvant di\, Hyde Park. Mass.,
adv and sis prom mgr
Same, adv and -Is prom mpr
Same, mpr of hulk sis dept
Motorola, -V Y., penl sis mpr
P. Ball ant ine & Sons, Newark, N. J., assoe penl sis mpr
Same, vp
Same, mpr of central div package sis dept
New Agency Appointments
SPONSOR
PRODUCT (or service)
Adams Corp, Bcloit, Vt ,*c.
Airline Foods Corp, Linden, N. J.
Ashley Automatic Wood Stove Co, Columbia, S. C.
Cameo Curtains Inc, Chi,
Carrom Industries Inc, Ludington, Mich.
Colonial Airlines Inc, N. Y.
Cott Beverage Co, New Hat en
DeJnr Amsco Corp, N. V
Allen B. DuMont Lahs Inc. Clifton, N. J.,
The Eastern Wine Corp. N. Y.
Farmers' and Consumers 1 Dairy. Morristown, N. J.
Fern ode Foundations. N. Y.
France Laboratories Inc, S. F.
Garfield Tea Co, Brooklyn
Jean Graef Inc. N. Y.
Graflex Inc, Rochester
Green man Sherrill Furniture Corp, N. Y.
Groveton Paper- Co, Groveton, N. H.
Ilaffrnreffer & Co, Boston
Hanford Hotel, Mason City, Iowa
The Hudepohl Brewing Co, Cincinnati, O.
Ideal Macaroni Co, Cleveland, O.
Jekyll Island Packing Co Inc, Brunswick, Georgia
Lever Brothers, V Y. (John F. Jelke division)
Light Grain & Milling Co, Liberal, (Cans.
Lissons-Llndeman U. S. A. Inc, V V
Massachusetts Mutual Life Insurance Co. Springfield,
Mass.
Miracold Inc, Senile
C. A. Mosso Co Chicago
Peg Newton, N. Y.
Owens Krass Inc, Rochester, N. Y.
Parfums Charhcrt Ine, N. Y.
Perfeo. Mfg. < <• Shenandoah, Iowa
Petal an Co, Milwaukee
Piper Aircraft Corp, Lock Haven, Pa.
Quaker Mats Co, Chicago
Hcpina Cigar Co, Philadelphia
P. J. Hitter Co, Bridgeton, N. J.
Ityun Candy Co Lid, >. ^ .
II. .ml.ro House of Design, N. Y.
M & C Foods, Chicago
Louis Sherry, N. Y.
Silklin Paper Corp, S. F.
Stella i hecse * <•, Chicago
The Sterling Insurance Co, < lii.
Sylvanla Electric Products Inc, N. Y.
Teg Corporation, Dallas
Tennessee Bis. nit Co, Nashville
I ru Cote Manufacturing Co, N, Y.
I lira Drop Forpe A Tool Corp, I'tica, N. V
V, ard Paper Co., Merrill, Y* isr. ( Division of Arvey
< orp, Chi.)
White Star Mill*. StaunlOD, Va.
Korn Kurls
Food service
Wood hurninp stoves
Curtains
Furniture
Air travel
Beverages
Cameras
Receiver sis div
Chateau Martin wines
Frozen food
Girdles
Shampoo
Tea
Cirard-Pcrrepaux watches
Cameras
Furniture
Paper products
Pickwick ale
Hotel
Beer
Macaroni
Frozen seafood
Margarine
Pancake .V waffle mix
International travel
Insurance
"Miracold"
Antiseptic
Fashions
"Sark" cross word cards
Perfume
Starch and hleach
Powdered meal tenderlzcr
Piper Cub
Aunt Jem i in a ready mixes
Cigars
Food packers
"llopalonp Cassidy" candy
Home furnishings
Food distributors
Presen es
Paper product 1
Cheese
I nsurancc
Electric products
"Teg" pK eol inhaler
Baked goods
Master (Wow floor polish
Tool in a mi fae Hirers
"I. nsi re Duster* 1
AGENCY
Karl Ludgin, Chicago
Chambers & Wiswell In.-, N. Y.
Hugh A. Deadwyler, Charlotte, N. C.
Philbin, Brandon & Sargent Inc, N. Y.
Waldie & Brig?!-, Chi.
Redficld-Johnstone Inc. N. Y.
John C. Dowtl Inr. Boston
Perk, IN. Y.
Cainpl.ell-K>.ald Co Inr. N. Y.
II. C. Morris & Co, N. Y.
Tracy, Kent & Co, N. Y.
II. W. Fairfax, N. V
Buchanan Co, S. I
Artwil Co, N. Y.
N. W. Aver, IN. Y.
Cecil & Presbrey Inc, N. V.
Victor A. Bennett Co, N. Y.
John C. Dowd Inc, Boston
Alley & Richards Inc, N. Y.
Schoenfeld. lluher e* Green, Chicago
Stockton, West *v Burkhart Inc, Cincinnati
The Carptener Co, (Cleveland
Lewis Edwin Ryan In.', Washington, D. C.
BBD&O, N. Y.
The Paul A. Iago Co, Wichita, Kans.
Victor A. Bennett Co Inc, N. Y.
J. Walter Thompson, N. Y.
-sir.mg & Prosser, Seattle
Street & Finney, Chicago
Kay-llirsch Co, N. Y.
Hutchins, Rochester, V Y.
II. W. Fairfax, N. Y.
Buchanan-Thomas, Omaha. Nebraska
Andrew. Milwaukee
Do Garmo Inc, IN. Y.
Price, Robinson *\ Frank Inc. Chicago
C-rcsh .V Kramer, Philadelphia
Lamb & Kecne, Phila.
Blaker, N. Y.
Victor A. Bennett, IN. Y.
Morris F. Swancy Inc. Chicago
llobley Co Inc, IN. Y.
Botsford, Cotistantinc X Cardncr, S. F.
Smith, Benson & McClurc Inc, Chicago
Reincke, Meyer .V Finn Inr. Chi.
Cecil & Presbrey, V Y.
E. It. Henderson, Dallas
L. W. Roush Co, Nashville
Getschal A Richard Inc. N. Y.
Wilson, Haight A Welch, Hartford. Conn.
Richard II. Brad] Co. Siccus Point, Wisconsin
Melr
II,
Conrtland '' F<
Ii
Rirhii
*
ARE YOU FOOLED BY
GIMMICK HYPOED SURVEYS ?
(OR ARE WE MEANIES FOR BEING SNITCHERS?)
There is only one measuring stick,
KMLB believes, in evaluating listeners
— and that's by having a KNOWN
consistent audience built by sound,
progressive programming. Most time-
buyers evaluate stations on this basis
— and buy radio time accordingly,
even when stations bellow, "Hooper
says I'm high," or "Conlan says I'm
first."
True, audiences are fickle. But never
fickle enough to stray from its strong-
est source of attraction which has been
developed by years of painstaking cul-
tivation.
KMLB is 20 years young — the
youngsters, the oldsters, the new-
comers, the old settlers, the city folks,
the farmers, all KNOW KMLB as well
or better than their closest of kinfolks.
You might as well knock the props
from under the Louisiana State capi-
tol as try to seduce KMLB's faithful
audience.
Agreed, some like to hear the jingle
of "mike" dollars on silly gimmick
programs. And they even turn away
from KMLB just long enough to see
if they will be called to answer "How
old are you?" for a dollar. But when
the give-away gimmicks have spun
their wheel of chance, they turn to the
station they have been trained and cul-
tivated to listen to — KMLB.
It is on this basis of reasoning that
we know KMLB is first in the "ears of
its countrymen," even in face of a cur-
rent Hooper survey which lowers our
listening temperatures in "SPOTS" to
only slightly below that of our compet-
ing station.
WE didn't jingle give-away dollars
15 TIMES A DAY in our audi-
ence's ears DURING THE
SURVEY to make our enviable
showing — (now aren't we the meanies
for being snitchers?)
So all we ask is — reason it out —
GET THE TRUTH, kmlb
will always be first as long as it keeps
faith with its loyal audience by better
programming.
KM LB- KM FM
5000 WATTS-AM
17,000 WATTS-FM
MONROE, LOUISIANA
Affiliated with AMERICAN BROADCASTING CO.
Repreiented by TAYLOR BORROFF CO.
13 FEBRUARY 1950
13
in Dollar Value
Represented By
FORJOE 4 CO., INC.
T. B. Baker, Jr., Genera/ Manager
*
:w^k*D*A 6
Mr. Sponsor
Chttrtos Erwln Wilso n
President
General Motors Corporation, Detroit
Charles Erwin Wilson, president of General Motors Corporation,
is ^electing advertising media with special care this year. The auto-
motive industry's backlogs and waiting lists are pari ol a pasl era.
Today, he is selling his cars in a buyer's market.
Wilson is largely responsible for shaping the overall policies of
his division chiefs; it's he who keeps them hitting on all cylinders.
From his office in Detroit's General Motors Building, he directs the
operations of the GM empire with calm and searching deliberation.
In contrast to his dynamite predecessor the late William S. Knudsen,
lie dislikes making snap deeisions. Wilson rarely relaxes, often re-
mains at his office through an entire nighl clearing up urgent matters.
\\ ilson made up his mind early. From the time he flipped his first
light switch, he knew he wanted to be an electrical engineer. And
he turned out to be a crackerjack. At 18 he had completed a four-
scar course at Carnegie Tech in three years and landed a job at
Westinghouse. (Salary: 18 cents an hour, i B\ the time he was 22.
he had designed the firm's first auto starter motor.
After the first World War Wilson accepted a job as chief engineer
and sales manager of Renn Fleet ric Compain. a CM subsidiary.
He became a CM vice-president nine years later: five \ears after that
he was Bill Knudsens right hand man. When F. I). R. appointed
Knudsen to the Slate Department in 1940, W ilson look over the Cor-
poration's top job. Since then the snowy-haired, slow-talking GM
lioss has deftlv accomplished two major feats: ralhing the vast CM
facilities for war production; and reconverting plants at war's end.
Of General Motors" estimated $10-12,000,000 annual advertising
budget, $2,000,000 is spent for radio. The bulk of its air expendi-
tures is allotted to spot. GM sponsors only one AM network pro-
gram, a weekl) newscast b\ Henry .1. Taylor. To supplement its radio
advertising, the firm has waded deeph into television. For Chevrolet,
leader in the low-price field. GM has two network telecasts: "Che\ -
lolel Tele-Theatre": and "Inside USA." In addition, it sponsors a
thrice-weekl) TV newscast. In 1950 GM expects to make substantial
gains in the competitive battle for bigger >ales. (See story elsewhere
in this issue for an overall analysis ol automotive advertising. I
14
SPONSOR
New developments on SPONSOR stories
p.s
jCC; "Baseball listening continues to spiral'
Issue : May 1948, p. 23
Subject: W.'nter s.->ort:ca3ting
For the Tide Water Associated Oil Company sponsoring sporting
events has heen a profitable project. Associated is one of the leading
radio and television sponsors of collegiate foothall and basketball
games in the far West. Its current schedule of basketball broadcasts
is the biggest ever to be aired to Pacific Coast listeners.
This year the games are being carried on more stations covering a
wider area than in previous seasons. The expanded station list means
Associated's commercials are being heard by thousands of new
listeners in territories which the firm has never reached before. The
games are carried over the Intermountain Network of Idaho and
Utah. In addition, thirty-two prominent independent stations are
airing the hoop clashes. Associated will sponsor a total of 253 games
during the regular season.
The firm's television efforts have been equally as vigorous. Asso-
ciated is sponsoring the first basketball telecasts in Northern Cali-
fornia. Stanford and California Universities have granted the com-
pany TV rights for several of their conference games. During the
past football season Associated contracted for more than 110 broad-
casts and eleven gridiron telecasts. The season was highlighted by its
sponsorship of the nationally famous Shrine East-West football
classic, over KGO-TV. San Francisco.
Said Harold R. Deal. Associated's advertising and sales promotion
manager, who directs its AM broadcast and television activities:
"Our sportcast schedule takes on increasing significance as a major
medium of advertising as we participate in a competitive race for
business during 1950. "
|>.s.
See: "\
'What it costs to use TV"
IsSUe: December 1947, p. 18
Subject: Simulated television
How do you show an advertiser what his film commercial will
look like on a TV screen without tying up the broadcasting facilities
of a station?
Many an agency faces that problem. But the Petry Company has
it licked now. Petry uses a mockup of a TV set with a movie projec-
tor placed inside behind the screen. Turn out room lights, flick a
switch . . . zip, die sponsor can sit back and make his decision on the
film. The system's called "simulated television."
"Simulated television" will accelerate the sale of TV film com-
mercials and shows to prospective clients. It eliminates several major
roadblocks. When films are shown on large projection screens, cli-
ents often delay making their final decision until they can see them
on a TV screen. The agency then has to arrange a showing at a tele-
vision station; this can only be done when the station is not operat-
ing, resulting in further postponement oi the sale.
The first installation of "simulated television" has been set up
in Petry's Chicago office. Windy City advertising men. who have
brought their clients to the company's viewing room, are convinced
of its value. They agree that this method eliminates the cost and in-
convenience of station previews. It is a boon to TV sales.
k-nuz
SUCCESS
STORY!
Mr. Harry Hartley
Here are the amazing facts! Mr.
Harry Hartley began the Texas
Engine Service in March, 1948,
soon afterwards buying time on
KNUZ. In two year-' consistent
use of KM Z's advertising
facilities Mr. Hartley has be-
come one of our major clients,
and his organization has be-
come one of the major busi-
nesses in the Houston area. Be-
sides the Texas Engine Service
Mr. Hartley now owns National
Motor Exchange. Beaumont.
Texas; International Motor Be-
building Co.. Houston, supply-
ing dealers throughout the
Southwest, and United Motor
Exchange. Ft. Worth.
Mr. Hartley says this about
KNUZ's pulling power: "The
success of building my company
to a million dollar business in
such a short time is directly at-
tributed to the splendid results
we've enjoyed from the adver-
tising on KNUZ. When I
bought KM Z it was one of the
smartest advertising buys I've
ever made."
Let us add your name to
our impressive lint of satis-
fied advertisers — let your
company's or client's suc-
cess story he a part of
the amazing KXl'Z success
storv !
CALL, WIRE OR WRITE
FORJOE: NAT. REP.
DAVE MORRIS, MGR.
CE-8801
k-nuz
(KAY-NEWS)
9th Floor Sconlan Bldg.
HOUSTON, TEXAS
13 FEBRUARY 1950
15
Wl Pfl W P
RADIO AND TEL
ON STATION REPRESENTATIVES
NEW YORK • BOSTON • CHICAGO
DETROIT • SAN FRANCISCO
ATLANTA • HOLLYWOOD
network,
or both?
Some simple rulos to holp
you doc*iclt k how to use
> on i* national radio budget
fly ftjf
Examine NETWORK
if your product . . .
1. Has national distribution (this does not pre-
clude spot, but is requisite for net use)
2. Has year-round market
3. Has even, high consumer appeal (not affected
by regional likes and dislikes)
4. Has large volume of sales
5. Has large advertising budget
6. Needs prestige of big-name entertainment
7. Needs heavy merchandising
8. Needs large-scale institutional advertising
Spot radio advertising i~ to nel advertising what news-
papers are to national magazines. Wi'h sizable increases in
advertising forecast For L950, advertisers will do well to
ponder the basic rules which indicate whether the major
radio expenditure should l>e allocated to network or spot
advertising . . . or both.
The hasii rules listed on this pa<re are fundamental, anil
almost 100 percent applicable. The verj fact that the)
seem uncomplicated maj be misleading. Most have ramifi-
cations; each should be sifted carefully.
To assist in this sifting process. SPONSOR has prepared this
article with the cooperation of network and spot sp cialists.
It is readil) admitted b\ spot spokesmen that there are cer-
ain functions that only a network program can fulfill: and
the conviction works both ways. It is admitted, also, thai
the two overlap and supplement each other. There are cases
where a sale-man of one will advise his client to buj the
o her. This isn't altruism. It's simph smart business. A
successful spot user often becomes a hot prospect for net-
work advertising, forced into the webs prematurely, he
ma\ cease to be a radio user at all.
Let us examine briefly the accepted rules governing the
decision to bu\ network and or spot; note examples of suc-
cessful usage; then continue to a discussion of disputed
points and those needing amplification.
spot
Examine SPOT
if your product...
1. Has national distribution (see point no. 1
under network)
2. Has spotty distribution
3. Is seasonal
4. Has distinct variation in 'regional consumer
acceptance
5. Is new or speculative
6. Has limited budget
7. Needs a pickup in specific markets
8. Needs to reach 'a specific audience at peak
listening time
Cavalcade of America" does top prestige job for duPont Fibber McGee & Molly started slow, but once up the ladder they stayed
National advertisers in a wide range
of products, including food, drugs and
tol-acco. fulfill all positive points for
using network. ( jgarcitc-. lor example.
Cigarettes have national distribution,
and popular appeal not seriously af-
fected {excepting Salt Lake City) by
regional or sex differences. Certain
consumer variations do exist. In
metropolitan Philadelphia, for in-
stance. 4(>.7 percent of the women
smoke: in medium-sized Milwaukee.
37.6 pci nut. and in the comparatively
small town of Modesto. Calif., 30.3
percent. In rural and farm areas, per-
centage- arc -till lower. Such fluctua-
tions, however, are so small as to he of
little importance. A large portion of
the audience are potential smokers, and
the good-will angle alone is worth
using blanket coverage. Philip Morris
gracefully nods to this portion of its
audience by suggesting that, even if
\ ou are a non-smoker, its gracious to
have Philip Morris in the house for
guests who do smoke.
Cigarettes have a steady, year-round
market, and tremendous volume of
sales. Manufacturers' sales reach as-
tronomical figures. In 1949. the esti-
mated dollar volume of the Big Five
was: \merican Tobacco i Lucks
?ads part for "Skippy Hollywood Theater" with producer-director Mitchel
Strike I. §875,000,000; R. J. Reynolds
(Camel), $740,000,000: Liggett &
Meyers ( Chesterfield I , $565,000,000:
Philip Morris, $260,000,000, and P.
Lorillard (Old Gold), $160,000,000.
Because of this volume, cigarette
manufacturers have a large advertising
budget. With such high-ceiling ex-
penditures, cigarettes can also cater to
all audience tastes, as witness Camel
with its Bob Hawk quiz show. Jimim
Durante comedy show. Screen Guild
dramatic interlude, and the Vaughn
Monroe musical stanza.
(While on the subject of tobacco, it
is not amiss here to underscore a point
made b\ several spot spokesmen: net-
work is a poor buy for products faced
with a diminishing market, such as
plug tobacco and cigars . . . high pro-
gram ratings to the contrary. Latest
to substantiate this is American To-
bacco's Joan Da\is program for Roi
I an cigars. Despite one of the heftiest
ratings on the CBS Friday night sched-
ule (11.6, topped onl\ b\ Oxydol's
12.0 i. the compan) will not pick up its
option when the initial 26-week cycle
ends 3 March. It is apparent that the
audience is being sold on Miss Davis.
lull not on cigars. Such sponsors, to
recoup consumer demand, should move
into high potential markets with a
program aimed directlj at men.)
Because of keen competition, cigar-
ettes need heavy merchandising and
prestige to hold brand preference gains.
DISTRIBUTION OF PURCHASES BY GEOGRAPHIC REGIONS
Per cent distribution of purchase! (in pints) for home consumption by geographic regions, and % U. S.
families in each. Nov. 1947 through Apr. 1948. Totol for U. S. - (100%) equals 59.630.000 pints.
19.0
per cent sales for region ~~ J per tent U. S. family population
|NEW YORK
CITY
NEW
ENGLAND
EAST
SOUTH
EAST
SOUTH
CENTRAL
EAST
CENTRAL
8.8
COOKING
OILS
11.7
iiUU
9.9
6.6
CENTRAL
23.3
WEST MOUNTAIN & PACIFIC
CENTRAL SOUTH WEST
REGIONAL VARIATION IN COOKING OIL SALES IS TYPICAL OF MANY PRODUCTS WHICH CAN BEST BE SOLD VIA SPOT RADIO
Network advertising lends itself to
both with a minimum of effort. \\ hile
a regional or local favorite has excel-
lent pulling power, national names do
a comparable job on a coast-to-coast
basis. Names featured in most pro-
grams are as familiar to listeners as
their own; their faces are recognized
in the remotest hamlets. And merchan-
dising potentialities are ace high.
What better brand promotion than the
Bob Hope, Jack Benny, and Arthur
Godfrey pictures on holiday cartons?
Cigarette manufacturers, then, ful-
fill seven of the eight positive points
listed for going network (institutional
advertising will be dealt with separate-
ly). Does this mean that spot adver-
tising is not a valid, valuable medium
for the sale of cigarettes? Definitely
not. Top ranking manufacturers in
this and other fields are turning to
spot (particularly daytime) in increas-
ing numbers to buttress their network
activities. It does mean that if your
product does not possess these pre-
requisites, network advertising is gen-
erally a risky and wasteful choice.
As for institutional advertising . . .
Spot is invaluable for its ability to
move in and bolster weak public rela-
tions in a given area. For clarifying
labor relations in trouble spots, get-
ting the straight story across in cities
where the truth has become distorted
by rival factions. But for consistent
institutional advertising, network gets
the vote. The established listening
power, the loyalty built by weekly im-
pact are the cement which binds to-
gether consumers, dealers, employees.
When a "family friend" tells his audi-
ence each week of the philosophy be-
hind his product he carries more
weight than does a flurry of activity
only when and where public relations
are strained.
To mention just two institutional
programs, neither 21-year-old "Voice
of Firestone" (which has never devi-
ated from its original format) nor
duPont's 14-\ ear-old "Cavalcade of
America" attempts product sales. The
latter often mentions products in its
"better things for better living" pitch
which are not even available to con-
sumers. Entertainment-wise they do
a job. too. Firestone's Hooper for the
first week of this year was 8.4, du-
Pont's, 7.1. Average rating of all pro-
grams for the period was 10.4.
Even with all these positive points
met, network is often a tough climb.
Audiences don't mushroom overnight.
It takes what one spokesman terms
"the proper temperament." the main
ingredient of which is stick-to-it-
iveness. Johnson's wax had all the
{/'lease turn to page 47)
How daytime listenin
ATLANTA
<j varies by lova
High quarter hour
4.4S p.m.
12.00 noon
1 .45 p.m.
1.00 p.m.
12.00 noon
12.00 noon
2.45 p.m.
10.30 a.m.
11.15 p.m.
9.30 a.m.
11.30 a.m.
4.30 p.m.
Fall-Winter '47-'48.
lities
Low quarter hour
10.30 a.m.
8.45 a.m.
9.15 a.m.
3.15 p.m.
9.15 a.m.
8.45 a.m.
12.45 a.m.
1.30 p.m.
10.15 a.m.
2.15 p.m.
8.30 a.m.
8.45 a. m.
BOSTON
DES MOINES
HARTFORD
INDIANAPOLIS
MILWAUKEE
OKLAHOMA
PEORIA
PROVIDENCE
SAN FRANCiSCO
SPOKANE
TAMPA
*Source: Hooper City Reports,
13 FEBRUARY 1950
19
THE THREE CHIQUITAS: PATTI CLAYTON, ORIGINAL; ELSA MIRANDA, SPANISH VERSION; MONICA LEWIS, THE CURRENT VOICE
\o siesta for (Manila
I low a synthetic
senorita edneated and expanded the hanana market
over-all
( ihiquita Banana. I nited
Fruit's golden bonanza gal.
is one of advertising's busiest and best
liked personalities.
She has guest starred on the Fred
Allen. Edgar Bergen, Dinah Shore.
RCA \ ictor, Coca-Cola, Ellery Queen
and Alec Templeton programs; ap-
peared before Ohio State I niversity's
Institute for Education by Radio; and
with the Boston Symphon) Orchestra.
She S tinned up in the Harvard Lam-
poon and the \ci( Yorker; in the edi-
torial columns of Time magazine and
the Christian Science Monitor; seised
as tbe text of a sermon at the Euclid
Baptist Church in Cleveland; and was
parodied to get out the political vote at
Newton Center, Mass.
She's hopped to Hollywood for a bit
part in "This Time for Keeps." with
Xavier Cugat and Esther Williams. To-
day she's a movie queen in her own
right, having appeared in a serie- ol
80-second Technicolor shorts in 850
theatres throughout the U. S. During
the presidential elections, she made her
informal TV debut, livening up returns
via CBS-TV in Boston.
She has lent a helping hand to starv-
ing kids abroad. To get a plea for
food relief to (he greatest audience,
I nited Fruit not onl\ yanked all coin-
menial announcements, it also added
80 stations in 38 cities to its regular
schedule of broadcasts.
\- this article went to press. Chi-
quita was worried about the New ^ mk
water shortage: she recorded a jingle
along these lines: "Here's Chiquita to
say something we should remember
each day. Our H.,0 suppK is getting
verj low. don't use water unless you
think \ on oughter."
She likes to applaud and enhance the
other fellow's success, and has spent
considerable time plugging other fruits.
During National \pple Week, she was
AFTER ASTRONOMER IN FILM SIGHTS NEW STAR BUT CANT GET IT IN FOCUS, CHIOUITA BRINGS IT IN VIEW. SHE SERVES IT TO HIM, i
heard over a national hookup with ;i
jingle starting:
"I'm Chiquita Banana and I've got
a beau,
A chap from North America \oii
ought to know.
lli~ name is Mr. Apple, and he has
such taste,
He's a fav'rite at whatever table
he's placed . . ."
Chiquita, the gal who never rests,
has done big things for I I'. Demand
for the company's bananas i- now run-
ning 20 percent ahead of supply. Vnd
the company is so sold on Chiquita s
power to influence listeners and view-
ers that it has decided to allocate $200,-
000-$300,000 to Wl and $250,000 to
TV out of a $1,500,000 advertising
budget for 1950. This represents a
$100,000 increase in the broadcasting
budget over 1949. I Remainder of the
ad budget is spread over newspapers,
magazines, motion pictures, cooking
schools, demonstrations, luncheon serv-
ices, cooperative advertising, conven-
tions, and publicity . I
Here's what motivates Id's whole-
sale use of Chiquita. as explained In
R. C. Partridge, advertising manager
of United Fruit: ll long-range vision
and planning; 2 I a refreshing adver-
tising philosophy; 3 l a conviction that
education can be fun for teacher and
pupil.
"We aren't trying to sell bananas in
place of other fruit." says Mr. Par-
tridge. "We're trying to do a job for
the entire industry. The cooperation
we have received from other fruit and
food industries, in return for our own.
is one of the most satisfying results of
our entire campaign. Too, we aren't
thinking just of today, but of tomor-
row. Chiquita and I are having so
much fun. that even if I had an inde-
pendent income, I could still enjo\ do-
ing this job for the sheer love of it.
All during the years when the Great
i I'lcase turn to page 40)
v s r- N - ' ** ' " e n >n a
cer - 1 " / vi . • • *
■ - ' m ' >o. can put themmo
best *or you K »■ z0 °
% \ i * * ? : P * - °* ^
te /at them
% t4 : " " ' L
-t----~T>z---l • ' ~Z~ But- ba-
p°v- h *d . i ■ - •
' * ' \ mote of the ve-ry.ve-r> ^ P
na .na S ^eth.cli-^te J . { „
\ ' ' „. a nt
An - y
£ i 5
Its "
jld ne
oua-tair- « ft \
?>" \ # • _>■
j n the re-V 5 e
UNITED FRUIT COMPANY
Result of popular demand: Chiquita Banana jingle was printed in
The American Weekly.
'THE TiMiP Soul.
OH-MY- GOSH / I TH/MK I POT
THOSE Ty-Jo BANANAS in The:
REFRIGERATOR,' waL^HfRts
NOTHING To DO &UT OO DOWN
STAIRS /AMD T/U^jHtAi OUT.
/ HOP6 I VJONT E?<= Too LATe.
-JheY MUST HAVE BEEN IN THEf^E
A FULL HALF- HOUR
RIDING HIGH WITH A "HEAVENLY" DESSERT
(M SPITE OF REPEATED RADIO
WARMINGS, AIR. MILQUETOAST
HAS A1ADE AN OUTRAGEOUS
BLUNDER >-
TV dictionary (or sponsors
first of three parts
TV director Herbert True compiles video definitions
^^ \ new language has been growing. It includes
:*ntfrf[*T} words from radio, from the theatre, and the
^^Ifgr motion picture industry — plus newly coined
words all its own. Words like gizmo, blizzard head, and
halation (definitions follow). This is the language of
television.
I ntil recently the new language had no really complete
dictionary. Then Herbert True, radio and TV director of
the Carter Advertising Agency, Inc., in Kansas City, turned
lexicographer and compiled the list of definitions you will
find beginning on this page. It is the most authoritative
list to date.
True's dictionary will help eliminate confusing syno-
nyms. Instead of coining their own words to fit new situ-
ations, director and cameramen will now be able to look
up the standard terms.
Trues sources were working members of the industry
who contributed words and definitions, then made sug-
gestions for improvements before the dictionary's final
form was determined (for names see below).
sponsor presents True's complete dictionary (in this
and two subsequent issues) for the guidance of its readers.
Advertisers and agency people who work with TV person-
nel should find it invaluable. For sponsors who are not
yet in television, a reading of the terms listed will provide
a capsule introduction to the new industry.
The following people were among the consultants and
sources for Herbert Trues new television dictionary:
BEULAH ZACHARY, TV Producer Director, J. Walter Thompson
H. F. DIETER, Manager, TV Department, Foote, Cone and Beldinq
NORMAN C. LINDOUIST, Director, Malcolm Howard
WALTER WARE, TV Director, Duane Jones
CHESTER MacCRACKEN, TV Director, Doherty, Clifford & Shenfield
MERWIN ELWELL. Art Director, NBC-TV
LAWRENCE PHILLIPS, Director, Dumont Television Network
ROY McLAUGHLIN, Manager, WENR-TV
BEN WAMPLER, Art Director, NBC-TV
GERRY VERNON, TV Coordinator, ABC-TV
TED MILLS, NBC-TV Producer "Dave Garroway Show"
BURR TILLSTROM, Originator "Kukla, Fran and Ollie Show," NBC-TV
DUANE BOGIE, NBC-TV Director
DICK STEELE, Stage Manager, NBC-TV
BILL KOLB, TV Director, Gourfain Cobb
OSCAR ALAGOOD, Promotion Director, WKY-TV
CAPT. EDDY, Television Associates
FRANK MARKS, Chief Engineer, ABC-TV
SEYMOUR ANDREWS, WBAP-TV
P. A. SUGG, Manager, WKY-TV
JACK LIEB, TV Director, Kling Studios
FRED FREELAND, Ruthrauff and Ryan
TOM CURTIS, Atlas Film Corporation
ROBERT CASTERLINE, Chicago Film Studios
IRVING MACK, Filmack Trailers
BOB BANNER, Director, NBC-TV
BILL SCROGGINS, United Film
ACTION — Any movement that takes place before camera or on
film.
ANGLE SHOT — A camera shot taken from any position except
straight on the subject.
ANIMATIONS — Mechanical or movable devices which in various
ways succeed in giving the effect of motion to inanimate or
still subjects. CARTOON ANIMATION: Animated movies shot
from cartoon-type drawings. CYCLIC ANIMATION: Set of
drawings repeated over and over to create action. LIVE ANI-
MATION: Animation of objects or products. MECHANICAL
ANIMATION: Drawings made to move with a rig.
ASPECT RATIO — Proportional relationship of the width of the TV
picture to the height. In TV as in motion pictures, the aspect
ratio is 4 to 3.
AUDIO (1) That part of TV transmission pertaining to sound.
BACKGROUND — Any material, drops, sets, furniture, etc., used
behind actors or other foreground subjects.
BACKGROUND PROJECTION — A special technique whereby a
wanted scene drawn from stock library is projected on a trans-
lucent screen which acts as a background for a studio set.
BCU Extremely narrow angle picture. Big close up. Usually just
features of a person or a whole subject.
BLIZZARD HEAD — Any blond.
BLOOP — A splice bump that causes a dull thud in sound repro-
duction.
BLOW-UP — Photographic or photostatic enlargement of written,
printed or pictorial matter in order that they may be more
effectively transmitted through TV.
BOOA4 (2) A mechanical device used for lowering, raising and
projecting a microphone or a series of microphones.
BREAK — Time out. Break in rehearsal.
BREAK Term used by TV director to tell cameramen to move
camera to another location.
BRIGHTNESS CONTROL Adjustment on receiver which varies
amount of illumination of the reproduced image.
BROADS (3) A unit or battery of incandescent, fluorescent, or
kleig lights.
BUCKLING Film entangled in camera or projector because of
improper threading or heat.
BUSINESS Minor action or devices used to add atmosphere and
interest to major theme of program.
BUSY Describes a setting or background that is too elaborate
and competes or obscures the viewer's attention from the actors.
22
SPONSOR
CAMERA (4) — Unit containing optical system and light sensitive
pickup tube which transforms the visual image into electrical
impulses.
CAMERA or CUE LIGHT Red reflector light on front of camera
ana also on top which is on only when the camera is on the air.
CAMERA REHEARSAL Similar to a dress rehearsal in stage ver-
nacular where all talent is present and in costume and the
complete production is shot by cameraman for final checkup
before telecasting.
CANS (5) — Receivers and head phones worn by cameramen, stage
manager, technical director, etc., in the studio and engineers
on remote.
CARRIER WAVE Electronic wave over which TV impulses are
sent. TV utilizes two waves; one for sight, and one for sound.
CENTERING CONTROL — Adjustments on television receiver or
monitor for framing the picture properly on TV screen.
CHANNEL Specific wave lengths "a band of frequencies for
transmitting TV."
CIRCLE IN A film effect wherein an image disappears as it is
replaced by another image from the center out.
CIRCLE OUT A film effect wherein an image becomes visible as
it replaces another image from the outside in.
CIRCULATION Potential audience in terms of families owning
receivers. One family for all practical purposes regardless of
the number of sets it owns equals one unit of circulation.
COAXIAL CABLE — Specially constructed cable used for transmis-
sion of TV signal because of its low loss of power at higher
video frequencies.
COLOR CORRECTION The altering of the tonal value of colored
objects by the use of filters, lights, shades, etc.
COMMERCIALS FILM: The commercial recorded on film either
with sound on film, or silent, or live studio narration. LIVE:
Acted and narrated directly in front of television camera.
SLIDES: Still photographs, illustrations or posters, usually used
as part of a live commercial. COMBINATION: Any combina-
tion of the above.
CONTINUITY Usually refers to audio or voice part of TV spot
or program, but can also mean the complete script.
CONTRASTS The brightness relationships between the different
elements of a TV picture.
CONTRAST CONTROL Adjustments on TV receivers and moni-
tors for adjusting the range between highlights and shadows
in picture.
COSTUME DEFINITION Qualities in texture and design that
make costumes stand out distinctly from backgrounds and sur-
rounding objects.
CROWFOOT Device, usually three-legged, placed under camera
and tripod to prevent slipping.
CU Close-up shot. Narrow angle picture. Usually bust or head
shot of person.
CUE A signal or sign for the start of shooting, music, narration,
action, etc.
CUT An order to stop all action or specific action such as "Stop
camera."
CUT A WAX To make a record or disc.
CUT BACK — To return back to something previously shown.
CUTTING The elimination of undesirable motion, film or action
to reach finished product.
II
DEFINITION or RESOLUTION — Degree of reproduction of the
detail of an image, scene, sets and or background after trans-
mission through complete TV system to receiver or monitor.
DEPTH OF FOCUS The field before the camera that registers in
sharp focus.
DIORAMA Miniature setting usually complete in perspective used
as a means of establishing large locations, impossible of con-
struction in the studio.
DIRECTOR The individual in charge of all composition and action
in a TV production.
DIRECT VIEWING RECEIVER Most prominent type of TV re-
ceiver where picture is viewed directly on the end of the kine-
scope tube.
DISH PAN TV slang for the large circular object used in micro-
wave relay.
DISSOLVE — The overlapping fadeout of one picture and fade-in
of another.
DOLLY A movable carriage usually mounted on 'our wheels,
which carries either camera, or camera and cameraman.
DOLLY IN To move in from distance for close up by means of a
camera mounted on dolly.
DOLLY OUT — Reverse of dolly in.
DOLLY SHOT — Shot taken while camera is in motion.
DRESSER Individual responsible for the delivery, checking, and
handling of talent's costumes and personal props.
DRY RUN Those rehearsals previous to camera rehearsals where
business, lines, sets, etc., are perfected.
DUB r INC Mixing several sound tracks and recording on a single
film.
DUPE — A duplicate negative film print made from a positive.
(to be continued in next issue)
13 FEBRUARY 1950
23
ITS STILL ANYBODY'S RACE IN THE AUTOMOTIVE INDUSTRY, BUT 3ROADCAST ADVERTISING MAY DECIDE THE POSTWAR WINNER
lulu advertisers can do better
Shrewd use of radio can spell success for car
manufacturers in 1950*s tough huvers* market
/ sliitMilcd auto
Clfl <\V|*«»1I
ditures: 1948
(source; TSARSR)
MANUFACTURER
RADIO NET
NEWSPAPER
MAG, FARM
PAPER
TOTAL
Chrysler Corp.
$ 819,297
$2,341,585
$4,473,128
$7,634,010
Croslcy Motors
None
101,704
145,086
246,790
Ford Motor Co.
1,629,102
5,763,933
3,849,177
11,242,212
Gen. Motors Corp.
1,976,769
15,282,575
9,293,670
26,553,014
Hudson Mot. Car Co.
None
1,107,552
552,472
1,659,924
Kaiser-Frazer Corp.
957,708
2,808,661
1,266,165
5,032,534
Nash-Kelvinator
775,449
844,340
1,955,330
3,575,119
Packard
None
1,446,463
605,363
2,051,826
Studebakcr Corp.
1,049,768
633,905
31,586
1,715,259
Willys-Overland
None
792,796
918,420
1,711,216
$7,208,093'
$31,123,514**
$23,090,297***
$61,421,904
Note: Radio totals do not include spot
exist for total spot radio spending by tr
expenditures, which are considerable. No
e automotive industry.
reliable figures
*P.I.B. uased or
i one-time rates
. Frequency discounts
balance out talent costs.
-ted from 1 '
♦•♦P.I.B. estimate.
Records measur
ements of national advertising.
over-dh
Auto manufacturers may
know .ill lln'ic is I" know
about making cars, but the\ arc miss-
ing the bus on broadcast advertising.
!n this \car of decision in tbe auto-
motive industry, with all of tbe lead-
ers struggling for position, a majority
are handicapping themselves by a
horse-and-bugg) approach to broadcast
media which will have a distinct bear-
ing on tbeir sales records for 1050.
The question is not onlj "'Are they
spending enough mone) in radio and
trlr\ isimi ?", but also "' \rc thej spend-
in" it judiciousb?" The answer to
I oth questions, SPONSOR feels, is "no."
I be sleek new 1050 automobiles
went on public view a few weeks ago
like a crop of dew \ -eyed debutantes.
Vnd like the young ladies of the Blue
Book, all dI them were lovelj to look
at and doubtless wonderful to own.
Yet some will win popularity polls
while others, perhaps equally desir-
able, will only be also-rans. There are
more cars this year than customers.
Manufacturers have two genteel cuss-
words for this sad slate id affairs:
buyers' market.
In any such situation, advertising
is usually the decisive factor. The
honeymoon is over for the automotive
industry, but the romance is just be-
ginning. The loved one is the man
with a fistlul of cash the potential car
buyer. Yesterday he gol the brushoff.
but that was \esterday. when car pro-
duction still lagged far behind demand.
Present output rates, if maintained.
are expected to top the all-time peak
of 1949. when 6,250,000 cars and
trucks rolled off assembly lines.
Thus yesterday's sad-sack, the
would-be car buyer, i> today's hero.
More than a dozen manufacturers arc
bowing low and spreading their wares
before him. How is our hero taking
all this? He is dazzled, confused, and
coy. He is sure he wants a new car.
but which of these beauties should gel
his nod? It"s a point of delicate bal-
ance. Intelligent radio advertising
can tip the scales.
As it happens, intelligence has not
been a quality of the automotive indus-
try's use of radio. The only common
denominator of current automotive ad-
vertising on the air is inconsistency.
The only pattern visible is one resem-
bling a smashed egg. The \ asl motor-
car empires, which are among the
keystone industries of the nation's
economy, have traditionally ap-
proached radio with a Milquetoast mix-
ture of timidity and vacillation. Much
of this seeming diffidence undoubtedly
is due to the natural conservatism of
big outfits dealing in the mass market.
The automotive industry, in its bare
50 \ears of existence, has managed to
clothe itself in such an air of antiquity
that one might think Detroit and Dear-
born date from the invention of the
wheel. Obviously, though, even genu-
inely great age is no deterrent to suc-
cessful use of radio — many heavy and
consistent radio advertisers have been
in business for over a century I P.
Lorillard. Curtis Publishing Co., du-
Pont, etc.).
In a broad sense, the automotive in-
dustry over a period of years has mere-
ly been flirting with radio in much the
(Please turn to page 50)
Ford iillftl the air early in lU.'iO
Action on the Ford Motor CBS-TV production of the "Front Page," a series about the fourth estate
Peter Donald ("Can You Top This") and Gerald Mohr (Philip Marlowe) are Ford short-termers
Current automotive broadettst advertising, by types
MANUFACTURER
AGENCY
NET
RADIO
SPOT
RADIO
NET
TV
SPOT
TV
Buick
Kudner
X
X
Chevrolet
Campbell-Ewald
X
X
X
Dodge-Chrysler
Ruthrauff & Ryan
X
DeSoto
BBD&O
X
Ford
J. Walter Thompson
X
X
X
X
Lincoln-Mercury
Kenyon & Eckhardt
X
X
Packard
Young & Rubicam
X
X
Studebaker
Roche, Williams & Cleary
X
Pontiac
MacManus, John & Adams
X
Old mobile
D. P. Brother
Crosley
Ruthrauff & Ryan
Kaiser-Frazer
Hudson
Morris F. Swaney
Brooke, Smith, French & Dorrance
Nash
Geyer, Newell & Ganger
Generc! Motors
Kudner
Cadillac
Plymouth
MacManus, John, Adams
N. W. Ayer
Represents use of medium
yardstick number two
New mi II study
reveals you can't judge 1950 listening by 1946 statistics
BMB radio station cover-
age data will have given up
some of its secrets of changed listening
patterns b) the time this story goes to
press. Yet much analysis remains be-
fore the full implications of the 1949
study begin to take shape. Certain
trends, however, are already discern-
ible, as indicated by maps illustrating
this story. Others will be revealed in
the text.
As kits of raw data taken directly
from the tabulating machines began
moving to subscribers, the great im-
portance of certain aspects of the new
report already stood out clearly. In
summary, these factors are:
1. Availability for the first time of
coverage information on non-subscrib-
er stations.
2. More definitive breakdowns of
listening frequency.
3. Revelation of numerous changes
in listening patterns.
4. More intense interest on the part
of advertisers and agencies,.
Numerous agencies and advertisers
have awaited the new BMB audience
figures as eagerly as any of the 630
subscribing stations. Agencies receiv-
ing the complete subscriber data, un-
der the BMB plan, are members of the
American Association of Advertising
Agencies.
The Bureau has so far sent over 150
copies of the report to AAAA agencies
with radio accounts. Am member,
however, may receive the complete re-
ports, free of charge, on request. There
are 246 member agencies.
About 190 copies have gone to prin-
cipal and branch offices of the radio-
television group of the Association of
National Advertisers. Just as with
the AAAA, any ANA member (there
are about 500 ) may receive a free copy
of the report by asking for it. The
AAAAs, ANA, and National Associa-
tion of Broadcasters are the sponsors
of Broadcast Measurement Bureau.
Other advertisers and agencies may
obtain the regular report on request at
the cost to BMB of 40c per single copy,
or $85 for a complete set.
For the first time non-subscriber
data are available. Any advertiser (as
well as any subscriber station) can
now get a fuller picture of radio cover-
age in any market than heretofore
possible with earlier data.
Only organization authorized to ob-
tain non-subscriber coverage data
from BMB are subscribers I stations
are the only subscribers ) . Therefore,
to obtain information on a non-sub-
scribing outlet, any agency or adver-
tiser I including AAAA and ANA mem-
bers I must obtain it through a sub-
scriber-station.
Any advertiser, agency, or station
can call on BMB for aid in analyzing
data of special interest. BMB will
make studies involving special tabula-
tions of any station or group of sta-
tions. This will be done at cost.
Cost of coverage information for
non-subscribing stations depends on
the number of radio homes credited to
each station. The fee runs from $50
for an outlet with a weekly audience
of 50,000 families to $450 for an audi-
ence of 3.000,000. Each home is rep-
resented by an IBM card. Only a few
stations have audiences totaling 3.000.-
000 or more.
The most significant refinement of
the new report is the breakdown of
weekly listening into three categories
instead of the single one time or often-
er listing in the 1946 study. In addition
Cheek of 133 BWK "I -state" stations* shows gains over 1946
No. of stations (each dash represents one station)
2 4 6 8 10 12 14 16
%
of ga
n
4
71 to
75
.
66 to 70
•
61 to
65
+
56 to
60
•
51 to
56
.
46 to 50
41 to
45
*
36 to 40
*
31 to
35
*
26 to
30
1
21 to
25
1
16 to
20
(
1 1 to
15
•
6 to
10
r
to
5
1 to
5
6 to
10
II to
IS
16 to
20
—
21 to
25
Stations whose BMB counties are all within a
state (mainly low wattage in-town stations).
Faetors That Xffeet BtIB
Station Ratings
As listed by KENNETH H. BAKER. Acting
President, Broadcast Measurement Bureau
INTERNAL FACTORS
1. Change in ownership or management
2. Changes in facilities (physical: power; fre-
quency)
3. Change in network
EXTERNAL FACTORS
1. Impact of new stations in service area
2. Effect on signal from new stations on same
or adjacent channel
3. Effect of FM stations (largely unknown)
4. Effect of TV stations (largely unknown)
1.916
r
Example of daytime Increase
19 tit
KLV
GUS ALLEGHANY
STEUBEN
o
SCHUY-
CHE-
W YORK
i
10
CHLMUN6
GROWING POPULARITY OF ITS NETWORK (CBS) HELPED INCREASE DAYTIME LISTENERS TO WHEC, ROCHESTER, N. Y., BY 16%
to the 1-2 listing, the 1949 breakdown
includes listening on a basis of 3-4-5
and 6-7 days a week. The figures are
tabulated for both day and night lis-
tening, and coverage maps, which are
now following the raw data already in
the hands of subscribers, will show
day and night coverage patterns sep-
arated las in maps on this page).
The figures in the three frequency-
of-listening columns add up to a sta-
1946
tion's total weekl) audience. Ibis fig-
ure is directly comparable to the total
weekly audience figure in the first
stud\. hut the new breakdown is more
definitive. Two stations, for example,
might each have a weekly audience of
.">(>',. It could make a big difference to
an advertiser whether the greater pro-
portion of the audience in either case
were 1-2, 3-4-5, or 6-7 times a week
listeners. It wasn't possible to deter-
/ v(Mii|Wc of iii<;/if rime Increase
mine this from the 1946 report.
The new study does not, however,
report the average daily audience for
any station. BMB believes it should
report only listening facts. In the eyes
of many subscribers a calculated "av-
erage daily audience" is too interpre-
tive. BMB also had a feeling that to
report such a figure might in the eyes
(Please turn lo j>age 59)
19 1.9
rT <£*<&
A POWER INCREASE FROM 5 KW TO 50 KW JUMPED NUMBER OF LISTENERS TO WLAW. LAWRENCE, MASS., BY 317080 (179%)
13 FEBRUARY 1950
27
10,000
WATTS
WNEW
Gr<«t*r Nf* York fer oa *fe« »*b*f Co'p.
1130
ON YOUR 0IA1
GENERAL BROADCASTING TIME RATES
Workday? 6 o m to midnight, Sunday* 7 a m to midnight
(Exctpt MAKE BELIEVE BALLROOM)
1 p*r w»*>k 2 p*r w*«k 3 p*r w*«k 4 per w S *k 5 p+i w*«k A par — ••*
One hour $500 00 $1000 00 $127500 $1600.00 $1875 00 $2100.00
On«-hoH hour 30000 ' 'j^ijrviiitetftiBMMWBWFi^Mttti i»
One-quorter ho^^,^^^
300 00 382.50 480.00 562.50 65
\ AM A SilJ.rWP.M.
Available T^f^6 times weekly in 15-minute periods (or 10 minutes following
news). Minimum contract 13 weeks.
Three times o week $712.50 Six times a week $1,275. 00
DISCOUNTS: 26 consecutive weeks 5% 52 consecutive weeks 15%
ANNOUNCEMENTS
One minute or less, live or transcribed $60.00
Milkman's Matinee $20.00
Make Believe Ballroom station-break cut-ins, 25 words live $60.00
DISCOUNTS: 100 times 5% 250 rimes 10% 500 times 15%
Announcement discounts must be earned within the period of one year.
Time rates are pared drastically after midnight at station WNEW
Phil McLean dispenses the hot, late licks for WJLB, Detroit's "1400 Club'
After Idniglil
ISig-tiine advertisers ean
cash in on small-hours programing
\ growing number of wide-
awake advertisers are cash-
^y ing in on the sleeplessness
of several million radio listeners. The
after-midnight or all-night show, far
from being a fleeting phenomenon, is
solidh rooted and developing Lustily.
The stay-update audience is apparent l\
here to stay. And it's a hig. well-heeled.
loyal audience, that can l>e sold for a
fraction of the cost of standard-hours
radio in man) cases for only one-
half the usual rate.
Just how big is this audience'.'' In
the New 'i oik area alone it s computed
as < Lose to a half million. Elsewhere
it's bigger than most advertisers think.
Of course, an advertiser doesn't reach
(ill those potential customers unless he
buys lime on all of the after-midnight
stations, whose total post-midnighl au-
diences were lumped to reach those fig
ures. It > Likelier that he II Inn one
station, or just a few. ui the outset.
Thai being the case, his best source of
information on coverage is the station
itself, or its national representative.
Practically every station which broad-
casts after midnight has coverage facts
and figures available on its post-mid-
night audience, as distinct from the
standard-hours operation.
The radio advertiser who folds his
tent at 10:30 or 11 p.m. and silentl)
steals away is turning his back on a
multi-million dollar market, whose po-
tentialities have barelj been scratched.
The list ol firms which have used the
after-midnight air with notable success
includes all sizes and shapes — from a
* "hole-in-the-wall ' restaurant in \\ ald-
ington. 1). C. to "the worlds largest
store," New York's I!. II. Mac) & Co.
Product-wise, the list runs from mink
coats (I. J. Fox. Inc. i to chewing gum
I Win. Wrigle) Jr. do. I to razor blades
(Marlin) to beer (Budweiser). Some
others are Philco Distributors, Para-
dise Wines. Roma Wines. Virginia
Dare \\ ines, RCA \ ictor, Bulova,
Schaeffer Beer. Breyer's Ice Cream.
Strauss Stores, (The Pep Boys) B. C.
Remed) < '.<>.. Stanback, and the Illinois
Meal ( !o. Ml ol these concei ns lu\ e .1
firm grip on the principles ol profit
and loss, and none is given to scatter-
ing its advertising dollars around with
abandon.
The fact that after-midnight radio is
not peculiar to any one section of the
country is evident from a glance at the
partial station list: WWDC. Washing-
ton; WIP. Philadelphia; WJR, De-
troit; KPRO, Riverside, Cal.; WOR
and WNEW. New York; KFEL, Den-
ver: \\\<>E. New Orleans; KXLA,
Pasadena. Cal.; WPAT, Paterson, N.
J.: WKIiW. Buffalo: WCKY, Cincin-
nati: KGFJ, Hollywood.
\moii". the main widespread mis-
conceptions about the after-midnight
audience is the notion that it's made
up Largely of barflies, cab drivers, and
nighl watchmen. Surveys show that
such nocturnal types </<> listen to the
all-night shows but the) are greatl)
outnumbered bv those who listen at
home. A Pulse survey fo. WNEW dis-
closed that nine out of ten Listeners to
'"Milkman's Matinee" one of the old-
est all-niehters tune in at home.
28
SPONSOR
Vfter midnight the disc jockey is king: Alan Cummings, WWDC, Washington
Art Ford is record hero of "Milkman's Matinee," WNEW, New York
Win arc all these householders
astir in the tiny hours? For am num-
ber of reasons, most of them legitimate.
A great many people just hate going
to bed at an orthodox hour, and put il
off as long as possible. And then there
are the insomniacs- -a sizable group in
any community who sta\ awake be-
cause they have no alternative. I This
group is one of the hards cores of the
average all-night audience.) Outside
the home, there are thousands of per-
sons who spend the night hours not
in kicking the gong around but in
blameless labor.
The latter group includes, in addi-
tion to the cabbies and night watch-
men, such solid types as bakers, photo
engravers, building maintenance crews.
railroad, airline, and bus terminal em-
ployes. The night shift has become a
permanent part of the American indus-
trial scene. Thus, on the job or at
home, it is no longer a sj mptom of
eccentricity or turpitude to be up and
about at 2. 3, 4. or 5 a.m.
The booming sale of small radios
and portables in recent \ ears has add-
ed vasth to the after-midnight audi-
ence. Millions of families have two or
more sots in the house, which nun be
placed strategically for early-hour lis-
tening without disturbing sleepers.
Portable radios are often taken to work
at office or factory along with the cof-
fee thermos and sandwiches.
Among other data on the kind of
people who listen to the radio after
midnight, contained in the Pulse studv
for WNEW, was the disclosure that
more than half of them in the survey
group were men — 55.79? of ine total.
This is in marked contrast to the usual
radio audience, which is predominant-
ly female. "Milkman's Matinee'" listen-
ers are youngish - more than 7<V i
were under 40 at the time of the Pulse
poll — and make more money than the
average citizen. Most of them had
progressed beyond the wage scale
which entails clock-punching at 8:30
a.m. or thereabouts. Thus the) were
able to sta\ up later listening to their
radios. More important, their average
buying power was far greater than that
of the budget-ridden housewife, for in-
stance, who is the mainstay of daytime
radio.
An earlier stud) of the after-mid-
night audience, made 1>\ C.rosslev. Inc.,
at the beginning of the war. foreshad-
owed mam of the listening trends il-
luminated b\ the Pulse report. I be
Crossle\ survej covered three urban
but non-metropolitan centers in addi-
I Please turn to page 55)
KFEL KILOCYCLE CLUB
KKl • DENVER • 950 KILOCYCLES
II P. M. TO 5 A. M. DAILY
Thanks tor letting ui know you'd like to join our KFEL KILOCYCLE CLUB —
— we'll be glad to have you — just fill out the attached application blank and
mail it back to us. We'll send your membership card and enroll you right away
and — THIS IS IMPORTANT — please fill out completely your "membership
classification." We'll have many features of special interest to the various age
groups and listening hours of our members and the "classification" will help us
know what you're most interested in.
Tkoaki again and f'.EASE keep llstenln'
To Doug and Willie Taylor:
I hereby apply for full membership in the KFEL KILOCYCLE CLUB with the under-
standing that my only obligation as a member shall be to listen at least once a week
between the hours of I I P.M. and 5 A.M. — and that I shall never be charged any
dues or assessments for this membership
NAME-
CITY—
ADDRESS..
_ZONE
STATE.
1
Male
MEMBERSHIP CLASSIFICATION
i Please check completely 1
=t AM
1 am i
Teens.
n m V : 1 1 tn 1 ? P M ?t„
20-«
30'<
5 AM
DENVER STATION TAPS LISTENERS FOR MEMBERSHIP IN "KFEL KILOCYCLE CLUB" VIA POSTCARD PLEDGE TO TUNE IN AT LEAST WEEKLY
13 FEBRUARY 1950 29
Nation's leaders will attend
LIGHTNING THAT TALKS
premiere 1 March
First to request film showings
Maurice B. Mitchell, director of the Broadcast Advertising Bureau,
who as secretary of the All-Radio Presentation Committee is helping spark
the LIGHTNING THAT TALKS project, has released a list of markets in which
showings of the film have already been scheduled. Dates had not yet been
assigned as this issue went to press.
New Yorlc
Los Angeles
San Francisco
Philadelphia
Boston
Montgomery, Ala.
Huntington, W. Va.
Canon City, Colo.
Silver City, N. M.
Keene, N. H.
Provo, Utah
Honolulu, T. H.
Fayettoville, Ark.
Osceola, Ark.
Macomb, III.
Duluth, Minn.
Lafayette, Ind.
Cedar Rapids, la.
Garden City, la.
Hopkinsville, Ky.
Lexington, Ky.
Macon, Ga.
Gastonia, N. C.
Columbia, Tenn.
Bogalusa, La.
Charlotte, N. C.
Asheboro, N. C.
Santa Barbara, Cal.
San Rafael, Cal.
Spokane, Wash.
Salem, Ore.
Missoula, Mont.
Aberdeen, Wash.
Eugene, Ore.
San Jose, Cal.
Livingston, Mont.
Sioux Falls, S. D.
Sweetwater, Tex.
Deadwood, S. D.
Grand Junction, Colo.
Casper, Wyoming
St. Johnsberry, Vt.
Ware, Mass.
Harrisburg, Pa.
Fulton, N. Y.
McKeesport, Pa.
Burlington, Vt.
Lexington, Va.
Brockton, Mass.
Minneapolis
New Orleans, La.
Baton Rouge, La.
Indianapolis
Nashville
Kansas Citv, Mo.
Denver, Colo.
Worcester, Mass.
Providence, R. I.
Canton, O.
Cleveland
Battle Creek, Mich.
Omaha, Neb.
Rochester, N. Y.
Kalispell, Mont.
Fort Dodge, la.
Newport, R. I.
Iowa City, la.
Marinette, Wis.
Jamestown, N. Y.
Lawton, Okla.
Lebanon, Pa.
Lewiston, Me.
Hornell, N. Y.
' ■•"■ « New \ ork's famous Wal-
dorf-Astoria has formed
the backdrop for many im-
portant events and person-
ages during its glittering history. But
probably none of those events held as
much significance for as many people
interested in radio as the one scheduled
for 1 March — the premiere of light-
ning that talks. This full-length doc-
umentary film will portray graphically
the vital role of radio in American life
and the effectiveness of radio as a sales
medium.
The Waldorf premiere will be fol-
lowed by local showings in some 430
communities throughout the U. S.,
with local stations acting as hosts to
audiences of business and civic lead-
ers. The initial showing in New York
will have the showmanship of a Holly-
wood premiere. A blue-ribbon audi-
ence of 1.200 has been invited to at-
tend. Gen. Dwight D. Eisenhower is
tentatively scheduled to deliver a dis-
tinguished layman's forecast of what
lies ahead of the radio industry during
l lie 2<>th century. Later, top radio pro-
I Please turn to page .">') 1
JO
SPONSOR
Use the 2 best persuaders
West of the Pecos
to cover the 2 biggest markets in the West
Economy, Complete Coverage, 25 Years of Successful Selling-
All Yours with these Key Stations of DON LEE-the Nation's
Greatest Regional Network.
Represented Nationally by
JOHN BLAIR & CO.
13 FEBRUARY 1950
31
4
100
I
.1
■
The
m®
is built-in
There are two pictures on this page:
the one you are looking at; and the one
they are looking at (which you can't see).
To you the important picture is the people
in front of the television screen. It is a
picture of the special impact achieved only
by this medium, yet which goes far
beyond the novelty of television.
But we are equally concerned with the
picture on the screen. For it is the result of
creative programming which alone can
sustain this kind of impact ... building into
every program the magic that holds the
largest audiences week in and week out.
It is now clear that CBS is the richest
source of such programming in television
today; that CBS consistently has more
of the most popular programs than any
other network; and thai most ol these
programs have been created or produced
by the Columbia Broadcasting System.
This picture of television's impact is a
picture any advertiser can create—
but he needs the magic of CBS to hold it.
CBS TELEVISION
Check Your
Southeastern List
Ca refully
BE SURE
to include the
station that —
Has more daytime cov-
erage area than any
other 5,000 unit station
in the entire Southeast!
: —
Not only completely
covers its home market
one of the Nation's
first 150 — but reaches
and sells a vast rural au-
dience as well in its
total Georgia-South
Carolina area!
Offers as its best recom-
mendation a large list of
the Nation's leading ad-
vertisers regularly
reaching WGAC's 83.000
farm and 75,000 urban-
small town families.
ADVERTISERS
Are making new sales
records on
WGAC
580 Kc. - ABC - 5,000 Watt*
AUGUSTA, GA.
Avery Knodcl
34
RTS . . . S PONSOR REPORTS...
-continued from page 2-
Additional funds for BAB's
LIGHTNING THAT TALKS
Additional funds from 25 new subscribers to the
All-Radio film have raised BAB total receipts to
$140,000. Surplus money will be used to make extra
prints for conventions, dealer meetings, and other
groups of national importance.
Zenith to increase
TV set production
After it stops manufacturing automobile radios,
Zenith will use plants to expand television set
production. For fiscal year ending 30 April 1949,
automobile radio sales totaled $77,146,861.
American consumer in
good financial shape
The American consumer has plenty of purchasing
power. Despite record spending in post-war era,
last year individuals owned $132,000,000,000 in
liquid assets; $20,000,000,000 in currency.
TV sets flood country
There are too many sets on the market. Many brands
have been forced to cut profit margins to the bone.
Overstocked TV dealers took big losses on 1949
models. Most 1950 sets are selling for 20 percent
less.
Premiums aid soap
sales in '49
Lever Brothers considers the increased use of
premiums major factor in boosting soap and detergent
sales last year. Nation used 505,000,000 more pounds
in 1949 than 1935-39 average ; an increase of 16
percent .
Free offer of TV's ten
most successful film commercials
Advertisers and agencies can study ingredients of
ten successful TV commercials in special film pre-
pared by Sarra, Inc., N. Y.
Music Libraries are
growing and growing
There's nothing small about radio station music
libraries. Impetus of saleability of library-
prepared scripts is one cause of substantial
growth. Lang-Worth has grown from $1,000,000 in
1946 to $3,500,000 in 1949. World, Associated,
Standard, Capitol, RCA Thesaurus are all doing
boom business.
SPONSOR
The prairie wagon which carried goods
and settlers to California . . . the
original "Snowshoe Express," 10-foot
skis with a single pole . . . the Hangtown
stagecoach which ran the tortuous
course from Hangtown (Placerville) to
Carson City ... an engine reminiscent
of those which met at Promontory Point
for the Golden Spike ceremony ... an
early San Francisco cable car . . .
owo BTCJ
a
I
5J3"
i| o|o|o
i oooo »
I
the old paddle-wheeler on the
Sacramento River. These were familiar
sights in the early days of northern
California. Today 28-year-old KNBC
is as familiar to the people of
northern California as were the wagons
and steamboats of the 1850's. It is
northern California's best buy.
THE STATION OF
NORTHERN CALIFORNIA
50,000 WATTS
680 K. C.
Represented by INBC Spot Sales
13 FEBRUARY 1950
35
Mr. Wilds
The
picked panel
answers
Mr. Bennett
According to re-
cently published
figures, spot ra-
dio showed an
increase of over
$7,000,000 in the
\ ear 1949 as com-
pared to 1948.
\A large part of
\f this figure is, no
doubt, accounted
for bv the fact
that new products, such as the anti-
histamines, made their first public ap-
pearance. However, two other factors
were uiiflouhtedlv important in making
1949 the peak year, so far. for spot
radio, namely : 1 I the uncertainly of
business as to actual sales potential,
coupled with the exit of the so-called
"".seller's market" and the entrance of
the "buyer's market"; 2) television.
At the start of 1949, many national
advertisers were unwilling to commit
themselves to large and inflexible ad-
vertising budgets until they had more
indication of what kind of business
year 1949 would turn out to be for
their products. As the year wore
on, labor problems were mainly ad-
justed satisfactoril) and sales, 1>\ and
large, seemed to be holding up fairly
well, with the exception of certain cities
or regions where increased local com-
petition was forcing down the sales
curve of the national ad\ ertisers. I he
obvious remedy was to increase the ad-
vertising effort in such markets in or-
del I" gel a larger share of local sales.
Consequently, -pot radio as well as
Mr. Sponsor asks...
"What are the factors contributing to the
increased use of spot radio?**
Harry W. Bennett
Advertising Manager, Jelke Good
Luck Products Division, Lever Brothers
newspaper lineage benefited.
Likewise at the start of 1949, many
advertisers were experimenting with
television and were reluctant to com-
mit themselves heavily in other direc-
tions until they were satisfied that this
medium had been given a thorough
trial. At the same time, most of the
advertisers in this category were fully
aware of the fact that television alone
could not give their products the neces-
sary support, and consequently, they
turned to spot radio as a means of
supplementing their television cover-
age in many markets.
To sum up. spot radio showed itself
as being extremely flexible, and this
flexibility was just what many adver-
tisers needed in 1949. That this qual-
ity is extremely important seems to
have been recognized by two of the
networks, at long last, in the recent
short-term deal with Ford for a large
number of sustaining programs; it is
my opinion that an awareness and ap-
preciation of the flexibility of spot ra-
dio by everyone concerned cannot but
help make 1950 a banner year.
Charlks M. Wilds
Timebuyer
l\. W. Ayer
New ) orh
Certainly 1949
was an interest-
ing year for those
of us in radio.
One of the out-
standing trends
was the increase
in use of daytime
spol radio by
both large and
small advertisers.
In the case of
the daytime spots
weie used lo supplemenl the nighttime
Mr. Burbach
large advertisers,
network programs, while the small ad-
vertiser centered his entire appropria-
tion around the use of spots.
During 1949 network evening time
became scarce and the rating picture
became more competitive, with the re-
sult that even good network programs
found it difficult to maintain the prcv i-
ous high ratings enjoyed during the
war and post-war years. The shilt~ ol
major programs from one network to
another completely changed the eve-
ning network rating picture, not only
in the major markets, hut in the smaller
outlets as well. Thus, some advertisers
dropped their programs and purchased
spots during the day in order to try to
capture a completely new audience.
Such advertisers as cigarette companies
and beer and soap manufacturers went
into da\time spots, with monev saved
b\ dropping a low-rated evening pro-
gram.
The advertiser with a limited hudget
purchased more spots because he could
enter spot agreements and get good
adjacencies to the increasingly popular
daytime shows, and at the same time
take advantage of the change in trend
of listeners from one network to an-
other. The small advertiser could not
tie up too much money in advance dur-
ing 1949 and. thus, could advantage-
ously use spot on a two-week cancella-
tion basis thereby not tying up his
advertising plans for an expensive 13-
week cvcle.
It is mv hope that 195(1 will result
in the spoken and visual advertising
media reaching all time highs, whether
it he network or spot. Mv slogan now
is. "Radio and television look nifty
for 1950."
George M. Bi rba< h, Jr.
Asil VP — radio and T)
Federal Advertising Agency
Vet* York
V,
SPONSOR
Mr. Kemp
\\ hether the use
<>l spol radio is
actualK increa>-
ing i- a debatable
point. \ number
uf i i meb uyers
h a \ !• rxpn\-~cd
the n|>inii>n that
it i- easier to birj
s ]> o t announce-
ments current!)
than it was, say,
three years ago. However, there are
many reasons for the use of spot at
am time ami especially at the present.
One reason, which is probably tem-
porary, is a reflection ot current busi-
ness conditions. Main advertisers arc
reluctant to make the large-scale, long-
term commitments necessary for the
use of network radio and have, there-
fore, turned to spot. I helieve that net-
works have recognized this particular
condition, and some of them have re-
centlx abandoned or modified the long-
standing network polic) ol selling lime
onlj on a 13-week cycle base.
Another reason for the use of spot
is its flexibility. Spot radio permits the
advertiser to vary his advertising pres-
sure by seasons of the year and by
geographic areas. In some cases ad-
vertisers desire to concurrently pro-
mote different products in different
areas. The high cost of network cut-
ins makes this difficult to do on the
networks hut it is a simple process
when spot radio is used. National ad-
vertisers are also turning increasingly
to the use of spot radio to supplement
regular network efforts in areas where
there are special marketing problems
or where network coverage is, for one
reason or another, weak.
TV will have an increasing effect of
the use of spot. It is to be expected that
as large advertisers take over the spon-
sorship of network TV programs, they
will use spot Tadio to round out adver-
tising support in non-TV areas. It
may he. of course, that all networks
will modify network requirements in
such a fashion as to permit this type of
complementary radio advertising to be
done on a network basis.
Finally, improved sales methods em-
ployed b\ local stations and their rep-
resentatives have resulted in the use of
spot radio b\ an increased number of
local ami regional advertisers.
Frank B. Kemp
Ass'l Media Dirrctm
Com pi mi Advertising
New } orl;
pL£NTy WHEN YOU'RE SELLING CHICAGO
AND 251 KEY MID-WESTERN COUNTIES ONWCFL!
Your sales story on WCFL goes out to Chicago and 251 Key-Counties
in 5 rich, middle-western states. This actual audience coverage is based
on a 30,000 letter-pattern.
8,289,763 consumers in the primary! 5,421,020 in the secondary!
A POTENTIAL $15,000,000,000 ANNUAL MARKET
As the Voice oj Labor, WCFL has a special tie with the well-paid craftsman
and wage-earners in this prosperous, industrial area.
For full information, contact WCFL or The Boiling Company.
WCFL
50,000 watts • 1 000 on the dial
The Voice of Labor
666 Lake Shore Drive, Chicago, III.
Represented by the Boiling Company, Inc.
An ABC Affiliate
13 FEBRUARY 1950
37
GIFT SHOP
OFFICE SUPPLIES
SPONSOR: Casa Elsasser AGENCY: Direct
CAPSULE CASE HISTORY: Senor Don Casa is a
confirmed TV user after these gratifying results. Some
weeks ago, on Shopper's Guide, an imported English out-
door toy was advertised. The cost of the spot teas $20 but
within three days of the announcement, ten toys were
sold at $32 each. In any language 320 for 20 is a good
return. And adds Senor Don Casa, "The prestige of being
a television advertiser is in itself north the cost of adver-
tising in this great medium."
«'I'\J. Miami PROGRAM: Spots
SPONSOR: Fastener Corp. AGENCY: Direct
CAPSULE CASE HISTORY: This firm, selling pen-
size Duo-Fast pocket staplers, was able to nail up a
very favorable sales record with the aid of TV. Six spots
were used on the Dr. Fixum Show, and during this time
Marshall Field & Co. was the retailer. During the four
weeks that the department store had this product on hand,
they sold out completely three times. Proving once again.
TV can sell anything that's ivorth buying.
WENR-TV, Chicago
PROGRAM: Spots
TV
results
III !• US I MIM STOKE
SPONSOR: D. H. Holmes Co. \GENCY: Direct
CA1 -SULE CASE HISTORY : Here is food for thought
for potential 77 advertisers. This New Orleans depart-
ment store recently allocated one commercial on its regu-
lar variety program to its catering department. Following
the telecast, orders were received for complete catering
service at seven social functions. All seven callers said
that until they had seen the video plug they were unaware
that the store offered such a service. Further proof to the
Holmes Company that it pays to advertise — on video!
WDSU-TV, New Orleans
PROGRAM: Variety Sho*
\l Hmoitll 1 S
SPORT STORE
SPONSOR: Coker-Butler \GI \< 1 : Dir.-.-i
CAPSULE CASE HISTORY: When this Pontine agen-
cy was taken over, the new owners thought TV advertis-
ing would be too costly. However, they bought two one-
minute spots per week for three months at $27 each and
two film spots at $65 each. The immediate result was a
20 percent increase in service department business with
a new building erected to handle, the extra business. Now
the owners say: "We feel we have achieved our goal at a
cost cheaper than that afforded by other media.
WKY-TV, Oklahoma City
PROGRAM: Spots
TOYS
SPONSOR: Chicago's Last Sports Store AGENCY: Direct
CAPSULE CASE HISTORY: This store is located 15
miles from Chicago's Loop in a wilderness of industrial
plants but here is their amazing TV story. In less than
ten weekly telecasts of 45 minutes in length, every item
visually advertised on the program was sold out within
five days of the telecast. Store traffic increased 40 per-
cent. Customers appeared from towns in a radius of 200
miles of Chicago. All this with the store so far removed
from the center of things; but video brings them in.
WBKB, Chicago
PROGRAM: Wrestling
PAPI-.H LOO OS
SPONSOR: Meyei S Thalheimer \GENCY: Direct
CAPSULE CASE HISTORY: Toys were in the TV
spotlight in this instance. Two of the principal items were
the Schilling talking doll, a $12.05 item, and the Hansel
Ox Crete! marionette show for $5.98. The store sold 660
dolls and could have sold more if they'll been available.
The marionette slum sold to the tune of 40 dozen. Not
only was this a sell-out but. department store officials
report, it resulted in a 50 percent increase ovet previous
l<>\ sales.
W BAL, Baltimore
PROGRAM: Spots
SPONSOR: Home Containers Corp. AGENCY: Guild, Bascom
& Bonfigli
CAPSULE CASE HISTORY: These manufacturers of
Press-2-Seal fresherators relied solely on TV to bring
in the sales and they were not disappointed. As a result
of a one-month test campaign and no other media used,
the firm reported a side of almost 10.000 units. The com-
pany says the results of the TV demonstration were
astonishing since the 40,000 units were distributed in
<>nl\ 150 stores. The firm rs nou sold on video.
KGO-TV, KRON-TV 8 KIM\. S.F. PROGRAM: Spots
The always-rich Wilmington market has heartily
welcomed the only television station located in the state of
Delaware — WDEL-TV — on the air since June 30,
1949. Viewers are enthusiastic about this, their own
television station. Already, tuning \\ DEL-T\ is a
fixed habit — and set sales are showing a tremendous growth
every month. This is due to the clearer picture this
local outlet hrings, the resourceful and varied local
programming and NBC network shows, lie sure your sales
story is effectively seen and heard in the W ilmington
market where residents enjoy far above average per
capita income — fifth in the nation. Enjoy as do
many foremost advertisers, new. profitable business this
year from selling on WDEL-TV. ^ rite for information.
Represented by Robert .Meeker Associates
CHICAGO SAN FRANCISCO NEW YORK LOS ANGELES
STEINMAN STATIONS
CLAIR R. McCOLLOUGH, General Manager
WGAL WGAL-TV WGAL-FM WDEL WDEL-TV WDEL-FM
Lancaster, Pa. Wilmington, Del.
WKBO WRAW WORK WEST WEST-FM
Horrisburg, Pa. Reading, Pa. York, Pa. Easton, Pa.
TV- AFFILIATE
13 FEBRUARY 1950
39
CHIQUITA
{Continued horn pai^r J I i
While Fleet was in war service, long-
range thinking was going on in the
I nited Fruit conference room at Piei
3. North River, New ^ ork. Ships were
not available to move the banana crop,
but the far-flung plantations were kept
free from jungle growth against the
da) when they could produce again.
Bananas are an excellent baby food.
I he bab) crop would sprout after the
war. UF reasoned that the demand for
bananas would top the normal pre-wai
volume oi L00,000,000 hunches a year.
i That is still the volume shipped, but
improved agricultural methods have in-
creased the weight, i
'T>\ mid-summer of "44," Mr. Par-
tridge said, "'the war clouds were lift-
ing and we felt that we should get
started on our educational job. We all
agreed people hate to do things because
'it - good lor you.' But it was impor-
tant that consumers know two things:
bananas make best eating when they
are flecked with brown: to get them
that wa\ the\ should be allowed to
ripen at room temperature.
"\\ e had done radio advertising pre-
COVERS
ONLY ONE STATION
THE SOUTH BEND MARKET -
AND WHAT A MARKET!
Right! Only WSBT covers the great
South Bend market. No other station, Chicago
or elsewhere, even comes close. Look at the
latest Hooper — look at any Hooper —
for eloquent proof.
The South Bend market is far-reaching,
prosperous, and growing fast. Its heart is two
adjoining cities — South Bend and Mishawaka —
with a combined population of 157,000.
Total population of the entire South Bend
market is over half-a-million. Total retail sales
in 1948 exceeded hd\(-z-billion dollars!
The rest of WSBT's primary area gives you
another million people who spent 911 million
dollars in retail purchases in 1948.
You must cover the South Bend market. You
do cover it with WSBT— and only with WSBT.
5000 WATTS • 960 KC • CBS
PAUL H. RAYMER COMPANY • NATIONAL REPRESENTATIVE
40
viously. Before, and during the earlv
part of the war, we sponsored 'The
World Toda\'. a 15-minute newscast
on the CBS network. We had also
sponsored sporadic spot campaigns
and, particularly, participation in wom-
en's homemaking programs— always on
an educational basis. This time we
were prepared to make our educational
approach more personal, and to spend
more money than ever before to back
an extensive. highh integrated and
hard-hitting campaign."
UF took its problem to BBU&O. In
September, two slightly groggy \oung
men emerged from the music room
with Chiquita Banana. Garth Mont-
gomery, lyricist, handed the script to
a vocal office girl, swept a handful of
paper clips into a Dixie cup to simulate
a maraca, and composer Len MacKen-
zie whammed out the catchy score.
The agenc\ went overboard. So did
IF when orchestra leader Ray Bloch
and Patti Clayton, the original Chi-
quita. put on a dress rehearsal and
gave out with :
"I'm Chiquita Banana and I've
come to say
Bananas have to ripen in a cer-
tain way . . .
Bananas like the climate of the
very, very tropical equator,
So you should never put bananas
in the refrigerator . . ."
Listeners to the jingle, aired on 75
stations, were more reserved. "For
six months." Partridge recalls, "noth-
ing much happened. Then a woman
phoned, begging for a record of the
jingle, even a cracked one. She was
worn out dialing around all da\ trying
to catch Chiquita for her youngster."
After that, things began to happen
in the volume indicated at the begin-
ning of this article.
By November. 1945, the jingle was
being heard over 138 stations in the
l. S. in 55 markets: and over 24 sta-
tions in Canada in 21 markets, five of
which used a French version which the
agency produced and Chiquita learned
and recorded in Montreal.
I'eak radio advertising was reached
during 1945 and 1946 when the jingle
was aired in the U. S. and Canada over
300 to 400 stations on a budget ex-
ceeding $1,000,000. Currently, it is
scheduled over the Ke\stone Network,
plus 12 major markets for a combined
total of approximately 150 stations.
There is no guarantee, however, that
this schedule will >till be in effect as
\ou read this. Both IF and BBD&O
demand flexibility, and markets are
SPONSOR
a new
eyeline (or
the San Antonio skyline
KEYL
Cf M.NN EL 5
KEYL
THE NATION'S NEWEST TV STATION
— FIRST ON THE AIR IN FIFTY!
top television entertainment
(or Texans in the
San Antonio trade territory
(fytiMHel 5
AFFILIATED WITH DUMONT,
PARAMOUNT FILM NETWORK
Represented Nationally by
Adam Youns Television, Inc.
San Antonio Television Company
Business Office, Studio and Transmitter
atop the Transit Tower, San Antonio, Texas
13 FEBRUARY 1950
41
BIG 3
Top-Selling Disc Jockeys
in the Detroit Market!
THE TOBY DAVID
MORNING SHOW
EDDIE CHASES
MAKE BELIEVE
BALLROOM
HAL O'HALLORAN'S
DAWN PATROL
• Based on actual
results for their spon-
sors, these men are
hitting new highs in
popularity. From ear-
ly morning to late at night, selling products or service
via CKLW is an easy, thrifty proposition!
50, COO WATTS, MIDDLE OF THE DIAL AT 800 KC.
CKLW
Guardian Building • Detroit 26
MUTUAL Adam J. Young, Jr., Inc.
SYSTEM National Rep.
42
constantly changing.
Chiquita's effect has been wide-
spread: she's even influenced the com-
ics. When Frank King, creator of
Gasoline Alley, showed a baby sitter
raiding the refrigerator — which con-
tained bananas — he was deluged with
indignant letters. "You don't do that
to bananas," howled his readers. A
chagrined King hadn't time to pull the
lnu \ pas out of the dailies, but the Sun-
da\ strip had no bananas in the re-
frigerator.
By this time, Chiquita had rung up
another first in an increasingly long
list. Recorded by at least nine differ-
ent companies, the tune was being
played on juke boxes all over the na-
tion. By popular demand, LF pub-
lished the song in sheet music form in
the American Weekly.
Now came the problem of showing
what Chiquita looked like. "As part of
our long-range program," says Par-
tridge, "we wanted eventually to go in-
to television, too. But it was a costh
proposition, and we had a valuable
property. What if the transition from
vocal to vocal-visual was a let-down to
viewers who might have their own
mental picture of Chiquita? We de-
cided an actual person wouldn't do; it
would have to be a drawing."
Over 155 designs were considered.
Most were gay and ingratiating, but
somehow they all looked like a Latin
lovely you'd seen somewhere before.
They weren't Chiquita. Then Partridge
had a happy thought. "Look," he said,
■'were trying to make Chiquita look
like a person. She's a person, all right,
but she can't look like anyone else:
she's a banana. What's wrong with a
banana in human form?"
Obviously, nothing. With the final
cartoon approved. I F plunged, not in-
to TV, but into the toughest market of
all . . . commercial films.
"We knew film houses generalb
don't go for commercial movies, and
it's understandable. After all. a cus-
tomer pays his money to be enter-
tained. But we thought we could make
it light and amusing enough so that the
educational part would be fun, too."
The education was designed to teach
the audience new uses for bananas. As
a vegetable, for instance, in broiled,
fried, or baked form. Forty percent of
the 80-second film is devoted to recipes,
John Sutherland was contracted to
produce the so-called "minute" mov-
ies; Monica Lewis (Chiquita number
three i was to be the voice. Altogether.
a -cries of 23 experimental films were
SPONSOR
Best eye and ear specialist in town!
That's what both local and national time buyers say about
WCAU's radio and television stations.
| WCAU-AM has been first in every Philadelphia audience-measurement
survey ever made. That kind of history speaks for itself.
2 WCAU-TV outpaces the other Philadelphia stations in local program
popularity.*
WCAU — CBS radio and TV network affiliate — brings you
the top stars ... a growing parade from Benny to Bergen
and from Waring to Wynn.
Wherever you are, if you want to sell Philadelphia,
you want WCAU-AM and WCAU-TV.
'Telepulie
WCAU
CBS AFFILIATE
TV
FM
^y
The Philadelphia Bulletin Stations
13 FEBRUARY 1950
43
produced. Ml followed the same pal-
tern. The opening, an amusing situa-
tion. Then enter Chiquita who saves
the <la\ with .1 suggestion. After a
■fill exit, two or three voices break
in with the recipe. In some scenes
dishes are shown being prepared with
real ingredients h\ human hands be-
cause food loses its appeal when shown
in cartoon-.
The good taste of the films helped
them crack 375 (out ol 850) theatres
which had never before shown a com-
mercial film.
Chiquita was read) for 1\ at long
last. Or so I F and BBD&O thought.
\ screening of the Technicoloi
shorts over a closed video circuit dis-
closed that the recipe scenes did not
televise clearly. It was difficult to dis-
tinguish, for example, the various items
used in a salad plate. On the screen,
the salad appeal- rich and appetizing
in color: on I \ it transmitted as a
dark mass with little or no definition
between ingredients.
To improve matters, the agenc) de-
cided to make a black and white print
from just one of the three color nega-
tives used in printing the movies. The
(^ WINSTON-SALEM (J>
The Station that Delivers the
Plus Audience!
FIRST:
IN LISTENING (Hooper)
IN NETWORK (NBC)
IN POWER (5000 WATTS)
ON THE DIAL (600)
ON THE AIR (1930)
Your FIRST and BEST Buy!
Affiliated with
NBC
(^ WINSTON-SALEM (^
THE JOURNAL-SENTINEL STATIONS
TWENTIETH ANNIVERSARY YEAR
Represented by
Headley-Reed Co.
green negative was chosen because it
was the predominant color in the ma-
jorit\ of the playlets. Results are ex-
cellent. The live food sequences, in
particular, are bright and clear.
In the middle of November. Chiquita
Banana started a 13-week test cam-
paign on all New York and two Bos-
ton TV stations (these cities being
home offices of I F, and among their
largest selling ana-'. Because of its
unorthodox 80-second length, the spots
are placed primarih in participation
periods, mostly around the dinner
hour, and in several instances in one-
minute period- where the preceding
program can he cut to accommodate it.
In the middle of January, additional
TV spots were added when I F bought
twice dailx participation for Chiquita
in the 15-minute human interest pro-
gram "Stranger than Fiction' via
W \ \C-T\. Boston.
I nited Fruit has never offered a
premium itself. But the Kellogg Com-
pany, in conjunction with L F. used
six color transfer pictures of Chiquita
,ind a rag doll version of the young
lady, as a premium to help sell its corn-
flakes.
There's no guarantee that I F wont
handle a premium itself in the future.
"Chiquita s an unpredictable person-
alis ." sa\s Mr. Partridge, whose offices
are overflowing with premium idea-.
"We operate."' hi- concluded, "on
the idea that if we can create sales and
good will for ourselves and allied con-
cerns, were doing the job we set out
to do. Flexibility and mohilitx in our
own advertising, and the feeling we are
contributing something to the overall
advertising picture which will educate
the consumer to a healthier, happier
life, just about covers it.
"What Chiquita has done for sales
is. of course, impossible to saj because
of the great demand. \s lor what she
has accomplished in the wax of good
will, the record speaks for itsell.
"We are firmlj convinced that ever)
medium serves a purpose; that one
doe- not detract from, hut lathei
strengthen-, the power ol the others.
There is no >cl allocation of our budget
to an\ one of them. That i- win our
radio-TV figures for 1930 arc- arbitra-
ry and preliminary, subject to change
al an\ time. We're like an organist
who pulls out the -lop- that will make
the tune sound best.
Right now. after fixe xear- of Chi-
quita, the tune still sounds might)
I * • •
44
SPONSOR
COST
stok*
WCFL, Chicago
1000 on the dial
Represented by the Boiling Company
13 FEBRUARY 1950 45
He's gone too far already, say
some. There's the station manager in
North Carolina who wrote that
he got so steamed up looking at the represen-
tation of the "Station Manager"
that the print burst into flame. And the
New York radio director who
locked his copy of the "Account Execu-
tive" in his desk because one of the
agency account big-wigs "was kind
of sensitive." So it's wise to calculate the
risk before decorating your office with
these five provocative, radio-ribbing,
Jaro Hess drawings. They're
12" x 15", reproduced on top-quality
enamel stock, ideal for framing.
Sponsor there's the itetion
Radio Director.
e with your
e to SPONSOR, 510
r
~1
L
($8.00 per year)
If you think the sponsor is out-of-this-
world, then wait 'til you see the four
others. Jaro Hess caricatures are
available only with your subscrip-
tion to SPONSOR. Extra sets, avail-
able to subscribers, at $4.00 each.
"I am 100% satisfied with
your excellent caricature titled
Sponsor never satisfied."
The Toni Company
Don P. Nathanson
"It's a good thing advertising
men don't bruise easily because
these Jaro Hess satires really rib
the business."
Louis C. Pedlar, Jr.
Cahn-Miller, Inc.
"The pictures by Jaro Hess
are splendid and I'm delighted
to have them."
Niles Trammell
NBC
"During each busy day I make
it a point to look at them just
once. They always bring a smile
and relieve tension."
Dick Gilbert
KRUX
SPOT, NETWORK, OR BOTH?
{Continued from page l')i
prerequisites I plus an unshakable be-
lief that network advertising was it>
proper medium I when it signed the
modest-cost Fihher McGee \ Moll\ l<>
a 26-station NBC Blue Network in
L935. And it needed plenty of that
unshakable belief, too. After 15
months, their Hooper was as modest
as their budget: 7.0. Bv April. 1937,
it was 12.8. In 1944. it hit 33.5 to be-
come the highest-rated comedy team
on the air. and in second place on
audience preference lists. Last year
il was in third place with a substantial
rating of 24.9.
What S. C. Johnson accomplished
by staying with its network decision
is two-fold. It sold America generally
on wax for a variety of uses, and on
Johnson wax particularly. Johnson's
wax outsells all other brands put to-
gether.
What of spot radio advertising?
As previously indicated, spot can be
highly effective for a national adver-
tiser. And for a seasonal product, or
one with spotty distribution, or some-
thing new or speculative, or for a lim-
ited budget, it can't be overlooked. It
is the best national product proving-
ground in radio advertising. Because
of spot's flexibility and mobility, astute
advertising managers can manipulate
their campaigns much in the manner
of a general deploying his forces. If
a product is new, and consumer ac-
ceptance yet to be gained, it is as much
an advertising error to pit it against
an established product as it would be
a tactical error to order green troops
to battle seasoned veterans.
The new anti-histamine products are
a good case in point. It would be fool-
hardy to attempt to establish these
products, while they are still compara-
tively new, via network advertising.
The same goes for king-sized cigar-
ettes. Embassy, Fatima. Cavalier.
Life, Pall Mall and Regents are heavy
spot users. They are gaining their ob-
jectives step by step. As a result they
are able to analyze the opposition's
strength and so conclude when to move
into a market, when to sit tight until
enough force is mustered to strike. Is
a specific market lagging; is his prod-
uct moving sluggishly off dealers'
shelves in certain areas; do distribu-
tors need a shot in the arm in others?
The advertiser can shift markets al-
most as easif) as the general moves
the pins on his map.
\o more orderl) progression to-
wards its objective comes to mind
than the case of Kosefield Packing's
Skippv I'eanut Butter. No brand of
peanut butter had been established
nationals or in volume when Skippv
decided it could be done, i Previous-
ly, the product had been sold and
named regionally by local packagers, i
Network was out of the question.
The budget was too small, the risk too
great. Starting in one city with a spot
campaign eight years ago, Rosefield
Packing concentrated on wholesale and
retail outlets, building up distributors.
It was tough, pioneering work. But
it was done so realistically and well
that the program was extended to 52
markets.
For the past seven years, "Skippv
Hollywood Theater" has been the ve-
hicle ... a comparatively low-cost
transcribed show from Hollywood fea-
turing minor screen names and experi-
enced radio talent; it was created by
transcription producer C. P. Mac-
Gregor in cooperation with Rosefield
and its agency, Garfield-Guild. (Since
1948, Young & Rubicam. San Fran-
cisco, has handled the account. I
As the show rolled up audiences.
Skippy invaded market after market,
always preceded by the program. Fol-
lowing its uncompromising "hands off
low-audience, poor listening-time
buys," the product never entered a
market until good evening time on a
top rated station (preferably a 50.000-
w after) was available. In every mar-
ket it entered. Skippy not only started
right up the sales ladder, but upped
peanut butter consumption generally.
With the groundwork solidly estab-
lished via spot, Rosefield Packing put
Skippy on 62 CBS stations in Decem-
ber, including two in Hawaii.
The story of Bulova Watch, second
largest spot user (Colgate-Palmolive-
Peet is first), reads like a textbook on
successful spot use. It started in 1927.
when time signal spots were placed
with WWJ, Detroit. That year the
Biow Co. (still Bulova's agency after
25 years) spent $30,000; in 1949 it
spent $3,500,000 on over 250 stations
and in every TV market with 10 and
20-second announcements and some
time signals.
The format is simple and frequent:
telling people the time, spelling out
B-U-L-O-V-A for remembrance value;
buying spots before and after leading
SAN FRANCISCO-
WELCOME
Available February 28th,
the first Pulse radio re-
port for the San Fran-
cisco metropolitan area.
This radio report will be
issued bimonthly here-
after, and becomes num-
ber nine in the list of
Pulse radio reports. The
others are Boston, New
York, Northern New Jer-
sey, Philadelphia, Wash-
ington, D. C, Chicago,
Cincinnati, and Los An-
geles.
For radio and television
tacts
ASK THE PULSE
THE PULSE Incorporated
13 FEBRUARY 1950
47
Produces over
$1,000,000,000 of
Manufactured
Goods Annually
NORTH CAROLINA
Networks
AM
FM
23
2,064
403
TV
Short-Wave
Canada
90
4
150
TOTAL BMI
LICENSEES .
.2,734*
You are assured of
complete
coverage
when you program
BMI-licensed music
■■As of February 6, 1950
BROADCAST MUSIC, INC.
580 FIFTH AVE., NEW YORK 19
NEW YORK • CHICAGO • HOLLYWOOD
network shows. The variations, regionally, in con-
Bulova learned a lesson after the sumer product acceptance and peak
stock market (rash of 1929. when the listening periods are too clearly set
widespread panic influenced them to forth in the accompanying charts to
relinquish a majority of spots. It was need reemphasis here. But consider a
.1 heartbreaking job getting them hack, small sample of the fluctuation of lis-
W Idle man) watch companies cut ad
budgets during the war I when their
factories were largely engaged in pro-
duction for militar) use), Bulova re-
membered "29 and hung on. Spot is
Bulova*s onl) radio advertising, and
sales are directly traced market-by-
market through the simple device of
altering the watch nam.-.
Stimulating, too. is the experience
'd \jax Cleanser, which started out
three years ago to crack one of the
most competitive of all markets. Spot
radio and newspapers were chosen ex-
clusive!) to earn the product across
country. The agenc) (Sherman &
Marquette) will not reveal its method
of buying spot radio, but concedes it
teners* tastes between markets, based
on C. L. Hooper - winter-spring reports
for 1949:
Vrthur Godfrey — Peoria. 2'^.M; Fori
Worth. 3.5
Pepper Young's Family — Fort Worth,
13.9; S\ racuse, 5.5
Wendy Warren — S\ racuse. 11.2: Ok-
lahoma City . 1.4
^oung Dr. Malone — Cleveland. 10.8;
Fort Wayne. 2.4
Portia Faces Life — Oklahoma Cit\ .
12.3; Cleveland. 3.7
Ladies Be Seated — Fort Wayne. 11.3;
Fargo, 3.5
Ma Perkins— Fargo. 20.2: Peoria, 1.0.
Does it seem wise judgment to buy
BMI
SIMPLE ARITHMETIC
IN
MUSIC LICENSING
has done "a terrific job" in jockeying a sin ? le l >P e P ro £ ram to appeal to
sales to top position in main markets.
\jax. currentlj number two seller in
the field, is scuffing the heels of long-
time leader Bab-O.
This leaves two points in sponsor's
roundup of spot's positive factors:
these very individualistic markets, and
the people who make up those mar-
kets — especially when local programs,
with their intense!) loyal audiences.
are available for the job? It s an old
advertising axiom that when \ ou set
products which have a high regional out t() clinch a sale - s P eak t,ie ° ,npr fel "
lows language. There are relatively-
few universal languages which network
variation m consumer acceptance;
products which need to reach a specific
segment of the audience a' peak listen-
ing time.
These are hot!) disputed points.
with spokesmen for network and spot
claiming superiority in tailoring cam-
paigns to fit those product and con-
sumer characteristics. The arguments
advanced must be reviewed searching-
ly, for not all considerations are im-
mediately apparent.
Without exception, network execu-
can use to do this; spot does it by ap-
pealing knowingly to listeners" likes
and dislikes.
Comparative-cost pros and cons, of
course, are a moot subject. So com-
plex is this question that an entire
article could be devoted to it without
nearing a clear-cut decision. The net-
works offer package programs which,
on a nationwide basis, are generally
le>- expensive than individual pro-
tives sa\ that b\ buying a network of grams on a number of stations. Yet.
Capitol. Lang-Worth. World, RCA
Thesaurus. Standard Radio and other
ibraries offer scripts for spot
selected markets a manufacturer can
achieve results comparable to the use
of spot stations. The perplexity in
this argument revolves around three
points: I 1 I the regional variation in
consumer purchases. (2 1 the regional
variation in listening habits I see
music
broadcasting to fit varied budgets.
And Ziv, TSI, Goodman, MacGregor,
Fells, and other transcribed-program
firms can furnish standardized pro-
charts on page 10 i and the fluctuation grams often the equal of network fare,
in listeners' program tastes between ' l ' ,(, '' s down to what the advertiser
markets. wants, and what he has to spend.
\n advertiser buying selected net- SPONSOR has no brief in favor of
work stations or a regional network buying network or spot or vice ver>a.
buys a single type of program to ap- It definitel) holds the belief, however,
peal to a highly diversified audience: thai 1050 can be a red letter year for
one with such cleancut differences in
product acceptance, listening habits.
b) time of da) and night, and program
preference. a> to be startling.
manufacturers who will study their
broadcast advertising problems and
goals objectively . . . and stick to their
conclusions.
* • •
48
SPONSOR
For all the favorite NBC network
television programs ... and really
good local productions . . . everybody's
watching CS^QKWW. .. exciting new
"Clear Sweep" television station
that . . .
MAKES THE SAN FRANCISCO
BAY AREA A "HOT
it
TELEVISION MARKET
• Represented nationally by FREE & PETERS, INC New York, Chicago,
Detroit, Atlanta, Fort Worth, Hollywood. KRON-TV offices and studios in the
San Francisco Chronicle Building, 5th and Mission Streets, San Francisco
13 FEBRUARY 1950
49
THE AUTO INDUSTRY
[Continued from page 25 I
same waj as other industries arc flirt-
ing with television toda\. The cai
makers, in effect, are about 10 years
behind the pack.
I he) started out 1 oldl\ enough, a
glance at the record shows. Hack in
January, 1027. Henrj lord sponsored
the hour-long "Old fashioned Dam"
Program" on NBC, spending $10,000
for two allots. General Motors, fol-
lowing Ford's lead, in March bought
the first of its once-monthl) "Cadillac
Concerts'* on the late NBC Blue Net-
work. In July. CM aired a one-shot
for Buick on NBC "Boxy and His
Gang." By September, cautious Chrys-
ler was in the thick of it with "The De-
pendable Hour of Music" on CBS.
In November, General Motors re-
turned to the air with the "General
Motors Family Party," which ran
through 1020. During the next five
years, almost every major automaker
— including some firms since defunct,
like Graham-Paige. Franklin, and
Durant — took a flyer in radio. I n-
fortunatelv. most of them made their
bid on a much too tentative and Meet-
ing basis.
B\ the mid-thirties, some ol the
automotive leaders were emboldened
to the point ol staving with a show for
more than one or two programs. Ford
inaugurated the "Fred Waring Show"
and the "Ford Sundav Fvening Hour."
Chrysler, breaking awa\ for the first
lime from the straight musical formal,
made radio histors with the "Major
Bowes Amateur Hour." which set an
all-time record as the highest-rating
commercial network -how.
The increasing importance of the
local dealer in automotive merchan-
dising began to make itself felt by
103."). In that year, Chevrolet bought
a transcribed World Broadcasting Sys-
tem show. "Musical Moments." on 300
stations. This was the largest selective
radio campaign of its day, and firmly
established in automotive air advertis-
ing the theme of "see your local deal-
er."
After the I . S. entered the war. the
auto makers, like other industrialists,
switched to the production of guns,
aircraft, tanks, munitions, and other
materiel. Automobile advertising
FIRST in
the QUAD CITIES
In Davenport, Rock Island, Moline and East Moline
is the richest concentration of diversified industry be-
tween Chicago, Minneapolis, St. Louis and Omaha. The Quad
Cities ate the trading center for a prosperous two-state agricultural
area. Retail sales, total buying and per capita income rate higher
than the national average, according to Sales Management.
WOC-AM^X'WOC-FM,
47 Kw.
03.7 Mc.
WOC delivers this rich market to NBC Network, national spot
and local advertisers . . . with 70 to 100% BMB penetration in the
two-county Quad City area ... 10 to 100"') in adjacent counties.
W0C-TV
Channel 5
22.9 Kw. Video
12.5 Kw. Audio
V.
On the Quad Cities' first TV station NBC Network (non-inter-
connected), local and film programs reach over 5,000 Quad Cities'
sets . . . hundreds more in a 75 air-mile radius.
Basic NBC Affiliate
Col. B. J. Palmer, President
Ernest Sanders, General Manager
DAVENPORT, IOWA
FREE & PETERS, Inc.
Exclusive National Representatives
either was suspended cnlireh or re-
verted to the purest type of institution-
al selling, calculated to keep the manu-
facturer s name before the public.
\\ hen the war ended and reconversion
began, the pent-up demand for new
cars continued to be so strong that the
gist of most automotive advertising
had to be, "Keep \our shirts on."
Customers' shirts, it would appear,
are on to sta\ . 1 bus. automobile ad-
vertising has had to be reconverted
to meet the new market situation just
as the auto plants were reconverted at
the wars end. But the automobile in-
dustry, dragging its feet as usual in
radio, has been uncommonly slow in
its reaction.
The Ford Motor Co. (agency: J.
Walter Thompson I awoke with a start
last January, shot a worried glance at
the calendar, and bought $500,000
worth ol \M and TV shows in advance
of the new-car showings. Although
this was the first time that Ford had
bought network programs on a short-
term basis, it doesn't necessarily fol-
low that it presages a revolution in
automotive advertising on the air.
While the short-term buy may indeed
color Ford's subsequent use of net-
work radio, there is no reason to sup-
pose that the rest ol the indusl i \ H ill
follow suit.
Gordon C. Fldredge, advertising
manager of the Ford Division, said of
the short-term bin : ". . . It presents a
greater flexibilitj for the advertiser.
It's roughly equivalent to buying pages
in publications foi specified dates of
issue, and hence it permits closer tim-
ing with an overall advertising cam-
paign."
Ford has been as will\-nill\ about
radio in the past as am other car
maker, but in this instance at least, the
compain acted promptly and on a
broad enough scale to accomplish its
objective.
Chevrolet (agency: Campbell-
Fwaldl. on the other hand, has made
a major effort in television, ('.bevvy's
video schedule includes the "Tele-
Theater" on NBC; "Inside 1 S \" on
CBS-TY: local sponsorship of the
"Pantomime Qui/" In the Chevrolet
Dealers Assn. of New ^ ork. New Jer-
sc\ . and Connecticut: the Boiler Derln
on W.I/-TN : "famous Jury Trials' on
\\ \BD: "Winner Take All." on CBS-
l\ ; Golden Cloves .... WPIX, and T\
announcements in 25 markets.
The Chrysler Corp. (agencies: Ruth-
raulT \ Kvan: BBDMC \. W. \veri.
50
SPONSOR
extends
On the occasion of its
- ntv . fifth Ann.v.-rsnry
^"staUon^TlC
arm greetings to
,, .,\sts agencies
* e "^ „tMb -bom
•* d adVerU .riated
Lt has been associated
over the years
13 FEBRUARY 1950
51
The
four
pages
Late in 1946 sponsor hopefully published the
first issue of a unique magazine devoted 100%
to helping advertisers and advertising agencies
appreciate, evaluate, and effectively use radio
and television advertising.
Every year since its inception sponsor has
issued a report to its readers describing its
state of health, its growth, what it has done,
what it intends doing. When a magazine serves
an industry we believe that its readers are en-
titled to such information.
Herewith are some facts of particular interest.
As of the issue of 30 January, 1950, sponsor
had published 4,424 pages. Of these, 744 pages
were printed in the first year, 1494 pages in the
second, 2186 pages since.
About 53% of the total linage has been de-
voted to editorial, 47% to advertising.
sponsor started with a staff of eight. One year
later it had twelve. Today it has twenty.
for buyers of radio and televi,
1
evi5i(k
sponsor began its career as a monthly. When
the need for more frequent publication became
apparent it shifted to bi-weekly operation
(every-other-Monday) , a schedule that it has
maintained since the beginning of 1949.
Simultaneous with going bi-weekly, sponsor
was granted second-class mailing privileges. In
slightly over two years sponsor has succeeded
in converting considerably more than 50% of
its guaranteed 8,000 copies to paid circulation
— at the highest subscription rate in its field.
Today sponsor has more paid subscriptions
among national advertisers and agency execu-
tives than any other trade publication devoted
to radio and television. It has more than twice
the total advertiser and agency circulation of its
nearest competitor.
During the problem-rift year 1949 sponsor's
opportunity to serve the broadcast advertising
industry hit its full stride. Before the Broad-
cast Advertising Bureau became a reality spon-
sor editorialized time and again on the urgency
of an industry promotion-and-selling bureau.
The Big Plus, Radio Is Getting Bigger, Let's
Sell Optimism (adopted by hundreds of sta-
tions and reprinted by the thousands) were
created and published during 1949. sponsor
aimed its "pictorialized facts-and-figures tech-
nique" on timely subjects. In addition to its
regular issues it produced, during the year, the
Summer Selling Issue, Fall Facts Issue, NAB
Evaluation Issue, 99 TV Results (three print-
ings) , Farm Facts Handbook.
These are some sponsor contributions, over
and beyond its normal activity, to its readers.
We believe that sponsor's growth is in pro-
portion to its fulfillment of outstanding indus-
try service.
In this crucial year 1950 we believe that
sponsor is on the road to greater achievement.
510 I v ladison Avenue, I lew Lyorh 22
Clients keep
renewing because
. . . they're getting
SALES
RESULTS
Ask vour lleaille^ -
Keetl iii.-tn about the
best buy in . . .
Charlotte, >.r.
1st in the South — sixth in th° na-
tion in effective buying
income per family.
wsoc
NBC iii t harlotte
rfudtence
Nov.- Dec. 1949
MORNING 43.7
AFTERNOON 34.9
EVENING
28.8
First By Far
WML
SYRACUSE, N. Y.
Represented by
FREE & PETERS, INC.
has 1 ecu sponsoring the "Groucho
Marx Show" for DeSoto-Ph mouth on
CBS. although at this writing the pro-
gram had been cancelled temporaril)
because of a strike at the DeSoto-
Plymouth plants.
Packard (agency: Young \ Rubi-
cam) recently signed for sponsorship
of a new half-hour varietj sei ies over
VB< - 1 \ . starring Edward Everett Hor-
ton, t<> begin March 23. This show
will mark Packard- debut in network
telev ision.
Buick (agenc) : Kudner). out of net-
work television since its sponsorship
ol the Olsen & Johnson show last sum-
mer, has bought an extensive national
schedule of radio and television an-
nouncements.
Dodge I agencs : Ruthraurf & R\anl
has been using television on a local
level. In Detroit, for example. Dodge
dealers since Jan. 15 have been spon-
soring a 15-minute sports newsreel
program on Sunday night.
Kaiser-Frazer (agency: Morris F.
S\vane\ I will introduce its new low-
priced line early in April, heralded by
one of the biggest advertising drives
in the histor) of the industry. Heav \
use of radio and television is antici-
pated, with the accent probably on an-
nouncements. Packard likewise has
launched an extensive announcement
campaign, which got under way Feb.
1. Studebaker has been using an-
nouncements over a wide area on a
continuous basis. To return to the
broader, industry-wide picture: local
dealers can teach the average car man-
ufacturer a great deal about the ef-
fective use of radio. While the manu-
facturer is onl\ now narrowing his
sights to the direct selling range, the
dealer has always had a sharp bead on
the ultimate target. He knows the
market at first hand because he lives
in it. And his knowledge of what the
competition is doing is necessarib
more realistic than that of the boys in
the board room.
Thus the manufacturer, when plan-
ning his radio strateg) with his agency
advisors, would be wise to give his
dealers a bigger voice in top-level ad-
vertising polic) than they are getting
today. They, after all, will be making
most of the final sales.
What line will automotive ;i< 1\ <i t i-
ing on the air take in "."><>'.'' SPONSOR'S
probing of that question indicates that
institutional advertising will not be
out. as one might think at first con-
sideration, but it w ill cert iinh be sec-
ondary. No matter what the product,
whenever one is merchandising an
item in the four-figure price range, a
feeling of confidence in the maker must
be planted and nurtured.
I he state of the automobile market
being what it is. however, the first
requisite of all its advertising will be
hard and direct selling. Claims and
counterclaims will shower down like
confetti, and superlatives will float
through the air with the greatest of
ease. Thus, much will be heard about
the "higher (inside), wider, longer
Dodge. with its "knee-level" seats,
and "picture windows"; Lincoln-Mer-
cury will bear down hard on "ease in
steering"; and "increased driving
smoothness"; the new DeSoto is "long-
er, lower ( outside ) and wider" : Pack-
ard is calling attention to specific fea-
tures, such as its "I Itramatic" trans-
mission.
As this winter wears into spring and
the heavy saturation selling linked
with the arrival of the new models
lessen-, it- likely that the trend toward
the use of programs rather than an-
WANNA
WHITTLE
AWAY AT
BARLOW
(Ky.y?
don't use WAV*» or stron g
-*'* jW-STSi Missi-PP.
enougn i» ■
bottomland.
But l.ke »' l VvM. can-^
edged «*«*_3b throng 1 th
does— cut a f^f Trading ^ ne ;
Louisville Retad ir ^ „ ,
important *1 < are 40%
Families l£«ng . \ ks m ,he rest
• n.r oft than i (1K i y, ve
better o» Vnd boy , now
of the stay • t
mOW em down- uUe
So h Sand°?f cutlery the best?
our bran"
54
SPONSOR
nouncements will l>c more evident.
There is no set formula for choosing
the kind ol radio program that will
sell cars. Ford, lor example, in its big
buy on Mutual end CBS. chose m\ster\
dramas, audicme participation shows.
newsreels. dance music interludes, and
comedy. Ford bought more mystery
shows than an\ oilier type, as it hap-
pens, but onl\ because there were more
imstery shows available.
Ford's time choices are more sig-
nificant— all of tli e -hows were spotted
between 7 and 1 1 p.m.. peak hours for
family listening. The company's mo-
tive in picking up the tab for these
network substainers was not philan-
thropic. Ford was aware that, year
in and year out. many sustainers are
among the best shows in radio, with
huge and loyal audiences. A sponsor
who is shrewd enough to buy an estab-
lished sustaining program is getting,
in effect, a going concern, with a
readv-made clientele. The spadework
involved in building an audience has
been done before he arrives on the
scene, and thus he gets real circulation
for his first dollar.
As for television, if the automotive
industry's radio history were the only
yardstick, one could expect the car
makers to get rolling in video by about
1960. But even Rip van Winkle, once
roused, stayed awake. I he automo-
bile manufacturers have been quick to
recognize the value of television as a
sales medium for a product which sells
largely on visual appeal. By a twist
of the dial, the living room can be
transformed virtually into a dealer s
showroom.
While the car makers are steadily
increasing their TV spending, there is
no evidence that this means a cutback
in radio. It does mean a more care-
ful integration of media than hereto-
fore. It means thoughtful planning, a
lack of which quality has character-
ized automotive broadcasting in the
past. There is no percentage in going
into broadcast advertising blindfolded
through a revolving door. * * *
AFTER MIDNIGHT
(Continued from page 2 ( ) i
tion to New York - - Dover, Del..
Bridgeport, Conn., and Bethlehem, Pa.
The study, which was commissioned by
WOR, showed that 43% of those polled
listened at home. About 36$ listened
utilizing WGY 10 years ago
are using WGY today
...reason?
Represented Nationally by NBC Spot Sales
^"B TELEVISION
CHANNEL 4
Serving Eastern New York, Western New
England, Albany, Troy and Schenectady
w
-111
A GENERAL ELECTRIC STATION
13 FEBRUARY 1950
55
in their cars while going to or coming
from work, 14' < listened while at
work, and the remaining 8'^ listened
in restaurant;-.
A later Crossley check for WOK in
Greatei New York alone showed that
some portion of the station's program-
mum between 2 a.m. and 6 a.m. was
heard in 200.000 homes. WOR boost-
ed that figure to 350,000 homes on the
ha-i- ci| a similar survey a year later.
Vnyone who thinks that after-mid-
night listening is strictly a big-city
proposition is badlv misinformed. Its
true that many of the 24-hour stations
are located in the larger cities — New
^ oik. Chicago, Detroit, Washington.
Philadelphia, Los Angeles, and so on.
(hi the other hand, some of the most
loyal all-night radio fans are farmers,
living in solidly rural areas far from
the "asphalt jungles."
\ typical example is the rich south-
ern California fruit and truck produce
area served by the Broadcasting Corp.
ol \merica stations — all five of which
are on the air all night. It gets so hot
there during the day that much of the
farm work is done after dark, when
the mercury drops sharply. It's a com-
mon sight to find a farmer in the Im-
perial \ allc\ or the Palo Verde \ alley
running his tractor all night, with a
radio beside him.
The five BCA stations are neatl) sit-
uated to blanket this area. KPRO,
Riwrside, serves as the key station,
feeding programs to the farm belt out-
lets; KPOR-FM. San Bernardino;
KROP, Brawley-El Centro; KREO,
Indio - Palm Springs, and KUCB,
Bylthe. BCA officials claim that on
most nights there are just about as
many people awake and listening to
their radios in this section as there are
during the day. It appears that those
who aren't ploughing the south pasture
to music, or listening at home, are lis-
tening on the highways.
The area is traversed by three of
the main transcontinental traffic arter-
ies — Highways 60. 70. and 80, and by
a major north-south road, Highway
99. Checks at traffic control points
disclosed radios in 83' '< of the 52.000
cars travelling these roads on an aver-
age day. An estimated one-third of
these cars are on the highways between
midnight and 8 a.m. Moving targets,
to be sure, but nonetheless potential
customers with money to spend.
BCA is so completelv sold on the
Up On Stilts? No, Sir! Miami's Rapid
Growth into One Of Dixie's Key Markets Is
Greater Miami's population is made up
of honest-to-goodness, root-growing,
year 'round residents. ..plus thousands of
tourists from everywhere, who come
back year after year as regularly as the
swallows to Capistrano!
By telling your story with regularity over
WIOD... which covers this expanding Key
Market as completely as Florida's Sun...
you can get and hold your share of sales!
For detailed information and proof of
our selling ability. ..call our Rep
George P. Hollingbery Co.
James M. LeCatC, General Manager
5,000 WATTS • 610 KC • NBC
richness of the after-midnight market
and the profitability of the all-night op-
eration that the firm plans a wide ex-
pansion in that direction. By spring,
BCA expects to be able to pipe all-night
programming to stations throughout
California and Arizona.
Great reductions in time rates are
one of the brightest aspects of the
after-midnight picture, from the ad-
vertiser's standpoint. At WNEW. for
example, rates for time between mid-
night and 5 a.m. are cut clearlv in
half — S150 for a single half-hour that
would cost $300 at 10 p.m. and the
same deal on spots. Other all-nighters
slash their rates similarly after mid-
night.
WW DC. the only round-the-clock
station in Washington. 1). C, charges
only $20 for six one-minute spots, or
$70 for 29 one-minute spots. This sta-
tion, which began all-night operations
in January, 1944, has been outstand-
ingly successful as an after-midnight
sales medium — and in a citv not par-
ticularly noted as a stay-update center.
One of WWDC's first after-midnight
sponsors was the small bcanerv men-
tioned earlier. Within a year the busi-
ness had expanded sufficicnth to main
tain a fleet of jeeps equipped with hot
plates, which delivered orders phoned
in by hungry listeners egged on by the
WWDC plugs. Other sponsors on
WWDC's all-night "Yawn Patrol'" dur-
ing the past year have been night
clubs, theaters auto dealers, breweries,
record shops, taxi companies, and sur-
plus sales stores. Having the all-night
field to itself in the capital, the "Yawn
Patrol" has an exclusive estimated au-
dience of 10.000 on weekday nights
and up to 20.000 on Saturday night.
I Estimates by the American Research
Bureau, Washington.) These figures
do not include taxicab (9.000 Wash-
ington cabs have radios) or automo-
bile listening.
The bargain rates available on after-
midnight shows are even more enticing
when one considers the truly amazing
"bonus" coverage that usually goes
with them. As the night wears on and
more and more limited-time stations
across the country sign off. those that
remain on become veritable one-station
mi woi ks. beaming tin ough the unclut-
tered ether to points hundreds or even
thousands of miles beyond their nor-
mal signal areas. This is true even of
the smaller outlets— 250-watt WWDC
has received listener mail and tele-
grams from 43 states during the early
morning hours.
56
SPONSOR
« IllOi I i A BAMM
United Fruit Company's First Lady of television film
commercials and minute movies.
1 recent independent audience reaction study proved
that Chiquita Banana trrt.v the most popular of ten TV
film commercial spots testetl:
CHIOUITA HIGHEST RATED AVERAGE OF ALL
ram am a COMMERCIAL TV COMMERCIALS
BANANA TE STED TO DATE TESTED TO DATE
INTEREST SCORE 95
BELIEVABILITY 92
INFORMATIVENESS 91
REMEMBRANCE 85
EFFECTIVENESS
QUOTIENT 90
85
70
78
69
81
68
81
63
79
68
' i United Fruit Co.
Stories created by Batten, Barton, Durstine & Osborn, Inc.
Directed and Produced
by
JOHN SUTHERLAND PRODUCTIONS, INC.
NEW YORK
HOLLYWOOD
13 FEBRUARY 1950
57
how big can a
5,000 watter be?
Plenty big. . .if the station has one
of the half-dozen best frequencies in
U. S. radio.
that's WMT — 600 k.c,
Plenty big. . .when ground conductivity
and freq. combine to push the
2.5 mv. line way out
that's WMT — with a 2.5 mv.
contour of 19,100 sq. mi.
Plenty big. . .when there are people
living in all those square miles
that's WMTland — a "city" the size
of Washington, D. C. , spread out
over the richest land in the world
WMT adds up to the kind of a station
an advertiser needs to cover
Eastern Iowa economically!
*.v~v
Now in
our 27th
year ■■'
WMT
•
Th. KuU m<
will providl
jull details
•
BASIC COLUMBIA NETWORK CEDAR RAPIDS
ask
John Bum & ft.
about the
II n ens & II nun
STATIONS
IN
ItlMIUOMI
WMIIG-am
WOOD-™
w TV It- tv
First Stations of Virginia
#7i#* Case ©# thv
skeptical
iuyi:k
His product was home insulation
— big stuff.
When a KDYL salesman said,
"Let's pitch that to our big
morning audience," the man was
skeptical . . . but said he'd try
it.
He sold three insulation jobs
within a week as a direct result
of a few morning spots.
That's when he called the KDYL
salesman and said, "Run, don't
walk, down to my place so I can
sign a long contract!"
Another satisfied KDYL client.
And of course KDYL-TV brings
the same kind of results!
'*&£&■
Salt Lake City. Utah
National Repreientative John Blair & Co.
Powerful WJR. Detroit, operating
with .")() kilowatts on a clear channel,
has pulled replies from virtually every
state in response to its "Goodwill
Dawnbuster" program, aired from 2
a.m. to 5 a.m. — and also from Iceland,
Cuba. Puerto Rico, Australia, New
Zealand, and Alaska. Save-By-Mail,
Inc., bought six announcements on
WJR at 2 a.m. between Dec. 6 and Dec.
1 1. announcing a special Christmas of-
fer of giant animal toy balloons. The
spots pulled 831 orders from many
states, at a cost to the advertiser of
12.6^ per order. The company had al-
io, ated 2.~>C pel ordei and would have
thought it a good bu\ even at that
price.
Still more spectacular was a mail
test made over WJR last winter by the
Chrysler Corp., whirl) sponsored "One
Hour of Entertainment" from 1 to 2
a.m. Monda\ through Saturday. An
offer of a free automatic pencil drew a
total of 17.129 requests from 42 states
and six Canadian provinces, all post-
marked within 24 hours of the an-
nouncement as stipulated.
The unique quality of after-midnight
programming undoubtedly has had
much to do with its outstanding suc-
cess as a sales medium. This is re-
laxed, shirt-sleeves radio, in sharp con-
trast to the frenetic, always-punching
daytime variety. The pressure is off.
and all the listener need do is listen,
with a minimum of mental effort.
It's axiomatic in after -midnight
radio that "the more music and the
less talk, the better the show." Obvi-
ously, the kind of music played is im-
iioilanl. too. The smarter all-night disc
jockeys eschew the blaring "One
O'clock Jump school for less bucket-
footed fare - Strauss waltzes, light
classics, and the like. Sometimes there
is a noisy minoritj of listeners who
seem to prefer loud and hot licks even
at 3 a.m., but firm handling usually
sways them.
Man-Cummings. all nijdit disc jockey
loi WW IK'. Washington, took a dras-
tic step along this line some weeks ago.
He played eight different renditions of
"Mule Train." flooding the capital with
whip -cracking and clippety-clopping
For a solid half-hour. This was a re
verse-English approach. "I wanted to
pla\ the tunc to death in the shortest
possible period." Cummings said.
Newscasts are standard on most af-
ter-midnight shows. usualK in shots of
five minutes or less, together with
weather reports. Late -port- results are
a fixture on man) such programs.
58
SPONSOR
Others feature one or more interviews
each night with recording artists or
other show business luminaries. I here
is often a tendency to overdo such |>m-
gramming, however. This should be
guarded against lesi the show become
too talky.
Mood is practically everything in
the after-midnight field, and the big
thing is to avoid jarring it. The re-
laxed listener is an ideal sales prospect.
The more adroit after-midnight an-
nouncers and disc jockeys are artists
at inducing just the right degree of
semi-somnolence — a state difficult to
achieve during standard broadcasting
hours, when there are any number of
distractions.
But the trick of turning the all-night
audience into gold isn't really alchemy.
It's a formula that any thoughtful ad-
vertiser can master, as thousands al-
readv have. * * *
D-DAY AT THE WALDORF
(Continued from page 30 I
fessionals such as Bing Crosby. Boh
Hope and Fred Waring will appear.
Following is the suggested agenda,
which may be a model for showings in
other parts of the 1 . S.
The film will be shown in the Wal-
dorf's Grand Ballroom, starting about
6:30. Dinner will follow. After din-
ner, such public and industry leaders
as Henry Ford II, Harvey Firestone,
Jr., David Lilienthal. and Harold Stas-
sen will speak briefly. Culminating the
evening. George Denny, moderator of
ABC's "Town Meeting of the Air,"
will preside over an open discussion
of radio cued by the film showing.
The first rough-cut full-length ver-
sion of LIGHTNING THAT TALKS Was
viewed on 2 Feb. in New York by a
group of network, station, and trade
press representatives. The showing,
hold in NBC's Johnnj Victor Theater,
was in the nature of a sneak preview
and the film will undergo further edit-
ing and modification before making its
formal bow at the Waldorf. The fin-
ished product will be available for lo-
cal showings in 16 mm. or 35 mm..
each running about 45 minutes. Two
20-minute condensations of lightning
THAT TALKS are also being produced,
one emphasizing radios position in the
American social scheme, the other
built around four radio result stories
touched on in the film. * * *
YARDSTICK NUMBER TWO
[Continued from ]><tu.e 27 i
of critics seem to encourage its pos-
sible misuse.
For example, an average daily audi-
ence statistic might be used to bolster
weaker days and some other figure,
as a telephone coincidental, used to sell
stronger daj s.
The three-categor\ breakdown offers
an operator interesting possibilities in
finding some instance in which he can
claim leadership for his outlet. And
he only has to lay his rate card down
beside each column possibh to multi-
pl) his i hances oi finding a case in
which he can claim leadership.
The 1949 report, a $1,200,000 effort,
got under way in November, 1948
when a sample of 652,000 names was
selected. Ballots were mailed in the
spring o! 1949 to families in all coun-
ties. \ iet urn of 55', (357,000 bal-
lot- i formed the basis foi tabulating
one of the most comprehensive media
impact studies on record.
Television and FM effects since
Spring, 1949, can not be exactly cal-
culated, but the current study reveals,
according to Dr. Baker, some coverage
dents attributable to this influence.
radio stations everywhere
BUT ONLY ONE...
Agency time buyer or Advertiser How
does this sound to you 7 Radio pro- ^^^^~~
gramming facilities unrivaled outside New York or Hollywood production
centers A 200 person talent staff including some of America's
biggest name entertainers And to reach the booming Central-South
market the most powerful signal now authorized any American radio
station — 50 000 watts on an interference-free Clear Channel
That's what you get when you buy WSM That's why with 2612
stations in this country there is still ONLY ONE WSM
SALESMAKER TO THE CENTRAL-SOUTH
EDWARD PCTRY 4, CO.
Notions' K*pr«*»nlol'»»
13 FEBRUARY 1950
59
'Nal D. Williams, one of many
good reasons why a substantial
portion* of the Memphis mar-
ket call WDIA 'my station'.
Oct.-Nov. Hoopers place WDIA
No. 1 in the A.M., No. 2 after
noons. These are just a few of
the reasons why WDIA does a
real job for sneh accounts as
Stokely-Van Camp, [nc.
* Metropolitan Memphis 44% Negro,
U.S. Census 10411.
WDIA, Memphis, Tennessee,
Bert Ferguson, Mngr., Harold
Walker, Com'l Mngr., John E.
Pearson, Rep."
Do You Want More
Motion in Your
Promotion?
Winner of many national
promotion awards seeks
wider field of operation.
20-year advertising and
promotion career has in-
• hided positions as artist,
layout man, copywriter, as-
sistant advertising manager,
advertising and sales pro-
motion manager (industry
and radio stations), and
telex ision network advertis-
ing and promotion director
. . . and -till in earl) 40V
Highest references including
present affiliation.
BOX No. 2.{. SPONSOK
But the single most important fac-
tor affecting the 1949 coverage picture
is the advent of 1.200 new stations
(pred inently locals I since the 1946
study. In their communities they have
picked up local audiences and popu-
larity, much as would a new local daily
or weekly newspaper. The bulk of
fringe audience losses of big power
stations were gains of these small local
outlets. In many instances this kind
of audience loss has been negligible.
And other factors have contributed to
increasing audiences generally since
1946.
Quite apart from power increases.
network changes, increasing popularity
of a network, more aggressive manage-
ment policies, better programing and
promotion, etc. — all of which could re-
sult in bigger station audiences — the
following factors have added tremen-
dously to radio listening:
1. Between 1946 and 1949, radio
families increased by 5,283,000.
2. The increase in radio families
combined with the extra time
spent listening by families gen-
erally resulted in an increase of
home-hours of listening from
I :,(,.( HIO.IM 1(1 in 1946 to 198.000.-
000 in 1949 (Nielsen Radio In-
dex figures) .
And this doesn't take into account
the important factor of out-of-home
listening.
A check of 139 stations, selected at
random, whose BMB counties are con-
tained in a single state, reveals in-
creased audiences for low-power, in-
town stations. Most of these stations
were new in 1946, and the check only
confirmed what was naturally antici-
pated.
Changed listening patterns since
1946 make the current study an even
more indispensable aid to advertisers
in analyzing both network and spot
coverage for maximum audiences.
The special tabulations obtainable
on request will be a must for national
advertisers concerned with selecting
radio coverage in connection not only
with competing stations, hut with other
media, especially where newspaper,
magazine, and other advertising may
be a factor. The three subscribing net-
works, ABC. CBS. NBC. will be pro-
vided complete sets ol IBM cards cov-
eting their own alliliates for use in
helping clients plan n.'tvvork coverage.
Dr. Baker has emphasized that the
new data docs not reveal how many
minutes a person listens. It does not
tell age or sex of the listener. It does
sum up weekly audiences on the fre-
quency-of-listening basis of 1-2: 3-
4-5; 7-6 times a week breakdown.
Further studies might refine the data
reported to a still greater degree. Pro-
posals for morning, afternoon and
night breakdowns among others have
been strongly urged, in the event of a
third BMB survey.
The ballots for the present study, as
a matter of fact, included space for
questions covering time of residence in
neighborhood, number of radios in
working order, people in home, auto
and telephone ownership, etc. But to
obtain this information a subscriber
would have to order a special tabula-
tion, which like coverage tabulations
would be done at cost.
Dr. Baker emphasizes that the fac-
tors he named i summarized in a box
at the beginning of this article) as in-
fluencing a station's BMB audience
can not be used as a rule of thumb for
predicting the nature of changes in
BMB covearage. What competing sta-
tions do, Dr. Baker points out, as well
as such impacts as shifting popula-
tions, mav exert as great an influence
on a stations audience as a new sta-
tion in the market.
It is the present feeling of Dr. Baker.
subject to modification as the result of
further analysis, that a 3 times or of-
tener a week listening figure mav be
most comparable to \BC circulation
figures. The impact of a station may
be best estimated bv what percentage
of its total audience is composed of
listeners who tune it (>-7 times a week.
This figure approximates a real
"daily audience, though it is obvious-
ly lower than a figure including for
each day the correct proportion of lis-
teners who tune 1-2 or 3-4-5 times a
week. The BMB report explains a
method for weighting and computing
an average daily audience from the lis-
teners reported in the three columns
referred to.
The 6-7, or "every day." listening to
a station is probably the best indica-
tion ol audience loyalty. BMB will
studv its findings to ascertain what
figure represents a fair audience loy-
alty index. This figure will be de-
rived from a studv of the relationship
of the 6-7 listeners to the station's total
weekly audience.
In its upcoming issue 1 27 Febru-
ary), SPONSOR will reporl specific in-
stances and applications of BMB data
bv agencies and advertisers. * * *
60
SPONSOR
•We're accepting limited advertis-
ing with a 10 February deadline.
Regular insertion rates apply. Ad-
vertising was not available in
previous TV RESULTS booklets.
199
TV RESULTS
First it was 83
TV RESULTS,
then we published
99 TV RESULTS.
So far, we've exhausted
three printings.
The fourth will be
199 TV RESULTS, and will
be fully categorized
and indexed for
day-to-day use. You'll
love this one,* even
more than you did the others.
si»o\soit
510 Madison Avenue, New York 22
No, we aren't entirely conversant with
the good Doctor Einstein's latest theory
either, but we do know that the simplest
arithmetic will prove the effectiveness of
KATL's new 5000 Watt Coverage in the
Souths richest market area. Call or write
Jack Koste, Independent Metropolitan
Sales, for the FACTS.
Houston's Oldest Independent
\
HOUSTON, TEXAS
Mr. Advertiser:
TELEWAYS
TRANSCRIPTIONS
are NOT expensive!!!
Get the low cost for the market or
markets where you need a top
radio program . . .
The following transcribed shows
new available: —
• TOM. DICK & HARRY
156 15-Min. Musical Programs
• MOON DREAMS
156 15-Min. Musical Programs
• DANGER! DR. DANFIELD
26 30-Min. Mystery Programs
• STRANGE ADVENTURE
260 5-Min. Dramatic Progra-ns
• CHUCKWAGON JAMBOREE
lil 15-Min. Musical Programs
• JOHN CHARLES THOMAS
260 15-Min. Hymn Programs
• SONS OF THE PIONEERS
260 15-Min. Musical Programs
• RIDERS OF THE PURPLE SAGE
156 15-Min. Musical Programs
• SI RANGE WILLS
26 30-Min. Dramatic Programs
• FRANK PARKER SHOW
132 15-Min. Musical Programs
TELEWAYS
RADIO
PRODUCTIONS,
INC.
Scud for Free Audition Platter and low rates
any of the above -hows ;o:
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510 Madison
{Continued from page i i
In be useful and reliable it is most
important, to our \\a\ of thinking, that
:i measurement of am medium should
ha\e the validation of the advertiser
and his agencj .
SPONSOR always receives careful at-
tention in this office. It is one of the
few trade papers that speaks out fear-
lessly and gives all the arguments on
both sides of a question.
H. N. Stovin
V ice-President
BBM
Toronto
PLEASE AIR EXPRESS COLLECT
IMMEDIATELY TEN COPIES YOUR
ISSUE SECOND JANUARY. YOUR
CONTINUAL STRAIGHTFORWARD
HONEST REPORTING OF TRANSIT
RADIO NOTED. QUOTED. APPRE-
CIATED.
L. H. HlGGINS
Manager. KTNT
T acorn a
I am one of those persons who is
very negligent in writing complimen-
tary expressions. I do want to compli-
ment your publication on the "per in-
quiry" and "direct mail" story. I am
particularly pleased because you
quoted my statements accurately. Too
often publications like to reinterpret
and amplify statements by individuals
to the point where the true concept is
garbled. You folks did an excellent
job.
William A. McGuineas
Commercial Manager
WGN
Ch icago
• These three letters from readers all bearing
on trade paper accuracy ami impartiality arrived
in a single day.
200,000,000 HOURS
Anent your editorial on the '200,-
.000 Hours" how about "228
Centuries Ever) Da\ ?
The mathematics are obvious.
think, and it could lend itself to a lot
of treatments.
Jack Boyle
Daniel Starch & Staff
Neiv York
Re your poser in lead editorial 16
January issue: If 200 M equals 200,-
000 does 200 M M equal 200.000.000
radio hours.
Howard Klarm w
WMCA
rii
York-
• SPONSOR askeil editorially for suggestions on
how to get across the faet that 200.000.000
hours are devoted to radio listening dailv and
how to say "200,000.000 hours" more easily.
Here are some answers.
THAT JARO HESS
Early in the year 1948 your publica-
tion sponsored a series of illustrations
by one Jaro Hess. If memory serves
one right, this series of illustrations
consisted of caricatures entitled "Spon-
sor," "Time Bu\er." "Station Man-
ager," and "Radio Director."
We are interested in securing at least
one copy of each of these illustrations.
Please advise the writer where these
would be obtainable and the cost in-
\ olved.
Ralph D. Herbert
Advertising Executive
Ross Jurney & Associates
Salt Lake City
• The Jaro Hess pirtures, suitahle for framing,
are free with a subscription to SPONSOR. Extra
sets eost S2.50.
AUTO REPAIR AND PARTS
I've just finished reading the 16
January issue of sponsor. The article
on co-op advertising is all that anv
time salesman could ask for. You have
covered the subject in your usual thor-
ough manner.
Lately I have taken to reading
Miilor maga/iiie which is directed to
auto dealers and garage men. They
run a continuing series on advertising
and de\olc the major part of their
efforts to direct mail and newspaper
advertising. The\ feel that radio is not
a good form of advertising for garages
62
SPONSOR
although they have recommended it 1>\
implication. This repaii business is a
big one. They expect to do better than
$4,000,000,000 i FOl R BILLION I
worth of business in 1 ( ).~>II. \lso some
of the manufacturers of replacement
parts spend large amounts for adver-
tising, with budgets that run from
$400,000 and up. Win can't the) be
shown how radio would help them?
Companies such as Gabriel, Whitaker
etc. use magazines like the Saturday
Evening Post, why not radio?
Armand Terl
WFBR
Baltimore
MUSIC LIBRARY COMMERCIALS
Being enthusiastic readers of spon-
sor we were particularly interested in
the "Mr. Sponsor Asks . . ." column
relative to the possibility of a national
advertiser being able to build a profit-
able program by using a station tran-
scription library. The three answers in
the affirmative confirmed our own feel-
ing, naturally. But what delighted us
especially was that tivo out of the three
letters were written by Associated sub-
scribers who have been more than suc-
cessful in merchandising Associated's
commercially planned "Shows That
Sell." Mr. Winslow T. Porter of
WINC, Winchester. Va., has 14 shows
built out of his Associated Library.
And while we knew that Mr. Green
had initial success in selling "The
Stars Sing" when it was originally-
produced, it was an unusual pleasure
to learn through a major publication
such as yours that ones own show has
been successfully renewed four times
for additional 26 program cycles (I
promise to read SPONSOR thoroughly
100 times).
I notice in your open letter to Gor-
don Gray you are planning a souvenir
edition for 30 Januarv devoted to
LIGHTNING THAT TALKS. We be-
lieve that this lightning is talking with
a greater force than ever before, large-
ly because of such outstanding efforts
as the All-Radio Presentation, Mitch
Mitchell's BAB and sponsor's new, re-
freshing, and effective approach to
radio. Therefore, on your souvenir
edition, congratulations and good luck.
Leslie F. Biebl
Program and Promotion Manager
Associated Program Service
New York
13 FEBRUARY 1950
READING VS. LISTENING
1 am interested in obtaining repi i til
copies i>l "Seeing \s. Listening" bj
Paul Lazarsfeld. The article appeared
in sponsor several months ago.
I have contacted Mr. Glynn here in
Chicago, who tells me he does not
have copies available. Would you be
able to send me two copies ol this
stud) ?
Therese Maguire
Foote, Cone & Belding
Chicago
• Reprint copies of Reading vs. Listening are
still ■▼■liable in limited quantity.
KUKLA LIKES IT ON NBC
That was a splendid article on Mr.
Leroy A. Van Bomel on page 16 of the
2 January issue of SPONSOR, but the
last paragraph made us a little sad.
Kukla. Fran and Ollie are on NBC
Television and were so proud and
happy for and about them that this
particular typo depressed us no end.
Sydney H. Eices
Vice-President
NBC
New York
NEGRO DISK JOCKEYS
It appears SPONSOR is the only source
which has a compiled list of Negro
disc jockey shows by stations. We'd
like very much to have such a list, and
will be glad to reimburse you for
charges, if an\ .
Incidentally, I would like to add my
comment that sponsor is doing a par-
ticularly fine job in providing valuable
and interesting material for the trade.
Congratulations on an outstanding
job!
Vernon L. Morelock
Vice-President
Winius-Brandon Co.
St. Louis
In some manner the issue containing
Part I of your article "The Forgotten
15,000,000" is missing from our files.
We would like to have this complete
article for one of our clients and would
appreciate your sending us a set of
tear sheets or a complete copy of SPON-
SOR carrying this part of the article.
William R. McHugh
Robert Kottwitz Advertising Inc.
\cu Oilcans
• "The Forgotten IS. (Kit). Odd," dealing with
the negro radio market, appeared in SPONSOR
issues of 10 and 21 October, 1919. A few copies
of these issues ere sti'! available.
This is
NEW
YORK"
ACVSL
AM-FM-TV^
21 r it'll Central IVeir 1 or/.-
Counties • 205,000 #/»/#/
Station Audienee Families
ACUSE
AM-FM-TV
NBC Affiliate in Central New York
HEADLEY REED, National Representatives
DO YOU NEED A VICE
PRESIDENT IN CHARGE
OF THE FUTURE?
Seasoned Business Foreeaster
ran help yon plan your
future moves.
Experienced . . . trustworthy in-
terpretation of current events . . .
realistic appraisal of what's com-
ing — are the qualities which have
contributed - over the past 18
years — to m\ success for and
with :
A $100 Million Dollar Dept.
Store;
A Television Network:
The Largest Specialt) Steel
Fabricator;
A Leading Ravon Yarn Pro-
ducer;
An Outstanding Electronics
Company
. . . anil a has! of others
For an interview, please
address Box 16. SPONSOR
63
SPONSOR
SPEAKS
Motorists love to listen
Whether a man earns $3,000 or
$30,000 it's onlj human nature to fol-
low the leader.
Some categories of industry, notably
food and drugs, were propelled toward
radio a- a logical and dominant adver-
tising medium many years ago. Such
astute advertisers as General Foods.
Lever Brothers, Procter & Gamble,
General Mills, and Campbell Soup dis-
covered, year after year, that it did
nice things to their sales curve to put
the bulk of their media dollars into
air advertising.
Most soli goods national advertisers
lia\ e since caught on.
The new car field is different. With
few exceptions, the automobile manu-
facturers have been as hesitant and
dubious in their long-range broadcast
think inn as have the railroads.
W e attribute that to example. In the
automotive field, nobody set it.
Chevrolet nearly did a number of
years ago with a transcribed series
over 300 stations. Studebaker has
shown air leadership and is reaping a
reward. Oldsmobile, Ford. Chrysler,
Kaiser-Frazer. and Chevrolet have,
from time to time, poured substantial
Minis into the air media.
But no pattern of constructive think-
ing has emerged. Nobody set it. Most
of the efforts are short term and short-
sighted. The patience and fortitude
that C. S. Johnson displayed during
the years that it took for Fibber Mc-
Gee \ MolK to jell is now here e\ ident.
The saddest Factor in all this is that
broadcast advertising has proved it-
self an ideal salesman under the con-
ditions that the auto manufacturers
currently face.
I he general buying public concedes
the engineering excellence of practical-
ly all American models. Styling is
uniformly good. Prices are highly
competitive. The manufacturers un-
derstand this and groove much of their
advertising to specific tastes.
To a startling degree, today's auto
advertising resembles cigarette adver-
tising in its emphasis on incidentals.
Radio is a remarkably successful
personal salesman. The manufacturers
will learn how successful by reference
to their dealers throughout the nation.
Radio is a friend in the home. It's a
part of most women's lives, most chil-
dren's, and of many men. With the
distinction between models so delicate-
ly balanced it doesn't take much to
sway a prospective Inner in the direc-
tion of the car his radio favorite rec-
ommends.
Auto manulactun-rs will use radio
and TV during 1950 — a great deal of
it. But it would be gratifying to note
that it s no-in-and-out activity, that
auto manufacturers are using the pow-
er of the air to build good will over
the long haul.
Ibis \ear we suspect that two or
three leaders may set the example.
Since the pre-war time when auto
manufacturers last looked to advertis-
ing for sales, radio has been growing
. . . and piling up sales results. Radio
is in a better position than ever before
to help Detroit sell its cars.
TV on its own
A growing number of the nation's
leading advertisers are affirming their
regard for television as a distinct and
separate advertising medium.
In an interview with sponsor, a
Lever Brothers spokesman reported
that although Lever has earmarked
$1,500,000 for TV in 1950. none of
this money would be taken from other
media. The advertising budget has
been expanded to accommodate a new
medium which does not substitute for
any other.
The 2 January sponsor reported a
similar policy by Procter & Gamble
(see page 62). Although P&G will ex-
pand its use of TV in 1950. chiefly on
an experimental basis, it will analvze
the needs of each of its many products
medium b\ medium to decide where
the TV money should stem from. Af-
ter analysis, it ma\ come from news-
papers, or magazines, or radio — or
perhaps from a completely new source.
This trend is good news to radio.
Throughout most of 1949 advertisers
were too frequently getting their bap-
tism in TV at the unwarranted expense
of the aural medium. Some of this
will naturally continue, but the signs
are clear and bright.
After all, does an advertiser neces-
saril) reduce his schedule in Life be-
cause there's a job to be done in the
Denver I'ost?
Applause
A job well done
It s unusual for a publication to
publicl) commend it- ou n staff.
But SPONSOR has never been known
for faithfulness to 1 radition.
'I lie \ oeman sei \ ice rendered the
i adio industi \ and this publication by
Mile- David, managing editor, and
Frank Bannister, senior editor, in the
preparation of the Souvenir Issue of
i n.ii i mm. in vi i \\ ks wai rants com-
ment.
Starling from scratch earl\ in De-
cember, David and Bannister under-
took the intricate task of building a
standout issue around a single subject.
The) were detached from other duties
and assisted b\ other members of the
editorial department. Bui the plan-
ning and follow through was theirs.
I he) worked eat I) and late. I heir
ingenuit) was amazing. Now that the
issue i- out the resull ol theii efforts
can be assessed. We'll wrap up the
man) enthusiastic comment- in the
words ol ■ industr) leader - "\ didn t
I- now an i--ue could be this good. I his
will drive the printed media boys
craz) .
The industr) is now making full use
ol the Souvenir Issue as a "take home
keepsake of the dim. and the 8.000
copies added to sponsor's normal press
run will soon lie exhausted. The boys
can lie proud of their efforts.
64
SPONSOR
ff*.y •
/Kansas Cityvl
*\VS .'\\
Trade Area
| %Does^| ;, ,- 4
&XRun in Circles I
^. \> -
Kansas City's rectangular PrimaryTrade Area,
as shown on the maps, has been established
by the Chamber of Commerce of Kansas City.
The natural flow of trade to and from this area
is dependent on Kansas City, the Trade capital.
As a result, The KMBC-KFRM team has been
The True Area is an
East-West Rectangle
ana...
Only
The KMBC-KFRM Team
Covers it Effectively
and Economically
custom-built to provide complete, effective
and economical radio coverage of the Primary
Trade area, without waste circulation! That's
why The KMBC-KFRM Team is your best buy
intheHeartof America! Contact KMBC-KFRM
or any Free & Peters "Colonel" for full details.
MBC-KFRM
6TH OLDEST CBS AFFILIATE
PROGRAMMED BY KMBC
v<
^s
Switch to Escape !
fj
L
Several million people know
that a good way to get away
from it all is to flip a radio
switch and listen to "Escape."
For "Escape" is a one-way ticket
away from the humdrum. It's
high adventure in far places, as
told by the world's best tellers
— in the tradition of Kipling,
Conrad, Bierce, Stevenson, Poe.
All this comes tidily wrapped
in a CBS Package that's been
steadily snatching high ratings
right out from under the nose
of top-Hooper comedy.
Very good for a sponsor who
likes to get away from it all
—at a profit.
V
7
\\
A CBS
PACKAGE
PROGRAM
>4&*hti<7tk.
27 FEBRUARY 1950 • $8.00 a Year
The farmer
wants to buy— p. 19
Even TV plugs out-of-home listening — See digest page
t M 3 N
V?VTd ii3T13J3XDOa 02
3 8 N
S 3 00 3 H Z
OS-
'
Renew
, Mr. Sponsor
0. Parker
cComas
page I"
Taylor-
| Reeds
j Growth
page 22
HOW TO
PLOW AND
PLANT IN
RICHMOND
It took a lot of plowing and planting,
tilling and toiling to harvest
the bumper crop of listeners
the Havens & Marrin stations deliver in
Virginia's first market.
Pioneers in radio and television both,
WMBG, WTVR and WCOD are as much a part of
prosperous Richmond as its traditions
and landmarks. They are as close to its
people, their likes and tastes, as you'd
want your national sales message to go.
A Blair representative will be glad to
amplify the facts.
Pioneer NBC outlets for Virginia's first market.
Represented nationally by
John Blair & Company.
TS... SPONSOR REPORTS..
..SPONSOR REPORT
Radio growing faster
than newspapers
Pepsodent president
follows Luckman
lead
Arthur Godfrey:
sponsor
extraordinary
Fresh fruit packers
revamping sales-ad
techniques
National rep
realignments
March month of
film showings
27 February 1950
Morning and evening newspapers currently printed total 52,271,000,
according to N. W. Ayer & Son's Directory of Newspapers and Periodi-
cals. This is 6% increase since war's end, but radio's growth
quadruples that with about 25% set increase in same period. RMA
estimates radio set output in 1949 at 8,000,000. Listening averaged
156,000,000 hours daily during January-March 1946; jumped to
200,000,000 hours during January-March 1949.
-SR-
As this issue went to press H. F. Woulfe, Pepsodent president, had
handed his resignation to one of Lever Brothers British directors who
had accepted Charles Luckman' s resignation several weeks earlier.
-SR-
Latest radio salesman to join sponsor ranks is Arthur Godfrey, who
will endorse Hi-V Corporation frozen orange juice and food concen-
trates not only as a user but a manufacturer as well. Both Godfrey
and his manager are newly elected directors of company. Competitive
angle looms with Bing Crosby in identical role for Minute Maid.
Trend is indicative of unique selling value of air personalities.
-SR-
Radio-sparked success of frozen orange juices (Minute Maid and
others) is arousing competitive urge of fresh fruit packers in Cali-
fornia. As defensive measures, packers are overhauling sales and
advertising methods, intensifying efforts, maybe on cooperative basis.
-SR-
1950 looms as year of station representative readjustments. First is
formation of H-R Representatives Inc., offshoot of Headley-Reed,
affiliate of newspaper rep firm Kelly-Smith. Authoritative repre-
sentative source states that at least two more schisms are in the
making. H-R Representatives, headed by Frank M. Headley and Dwight
Reed, start with three stations, including KMPC. With some 25
contract expirations among Headley-Reed list during 1950, there are
plenty of targets to shoot at.
-SR-
Gordon Gray, president of the All-Radio Presentation Committee, Inc.,
has been invited to speak at one of the earliest "Lightning That
Talks" area filmings, at Kansas City, 7 March. Judge Justin Miller,
president of NAB and Maurice B. Mitchell, BAB head, have been invited
to Cleveland showing, 20 March. Other area premieres will attract
industry leaders.
Jerry Glynn Head* Walker Company Chicago Office
Jerry Glynn has resigned as Chicago manager of SPONSOR PUBLICATIONS to take
charge of the midwest office of The Walker Company, station representatives.
Miss L. Most, who assisted Mr. Glynn, will take charge of the Chicago office
until further notice.
SPONSOR. Volume 1. No. 5, 27 February. 1950 Published biweekly for SPONSOR Publication- Ine al 3110 h'lra Ave., Baltimore 11. Md. Executive. Editorial. Circulation Offlce
510 Madison \v<> Nan York 22. fS a year In D S 19 elsewhere Entered as second class matter 29 .lanuary 1949 at Baltimore. Ml postofflce under Act 3 March
REPORTS. . .SPONSOR RE PORTS. .. SPONSOR R
1950 year of
"biggest" budgets
among advertisers
Sindlinger on radio
in TV homes
What makes
Resistab sell?
TV freeze may
end around April
Benny formula
key to stardom
Thursday night is
tops for listening
Howdy-Doody
bonanza
Evidence piles up daily that firms are out to do biggest ad job in
1950. Example: single morning's mail contains Conoco release on
53,000,000 advertising appropriation (largest in history). Radio
campaign including announcements on 57 stations in major markets and
"March of Time" TV movie is largest for company history. Mastic
Acres Inc., Long Island real estate development firm, announces
$200,000 advertising budget (largest in history). Campaign includes
announcements on radio and TV, foreign-language programs. Ford
Theatre goes from biweekly TV schedule to weekly. Oakite Products
Inc. will use 20 radio and 3 TV stations this spring (largest
schedule in history).
-SR-
Sindlinger Radox system, on constant watch in Philadelphia radio-TV
homes, reports this three-point transition after TV enters the
picture: (1) radio listening stops almost completely; (2) after six
months radio starts coming back, mostly music listening; (3) after
one year radio resumed on definite but selective and limited pattern
(same applies to TV).
-SR-
Kenyon Research Company, adjunct of K&E, traces first sales for
Bristol-Myers' antihistaminic cold tablets Resistab chiefly to radio
advertising, newspaper advertising, new product articles. Some 18%
of people interviewed in Columbus, Ohio and New York City specified
radio as reason they bought. Wallace Drew, Resistab ad manager, calls
this proof of impact of large scale radio advertising.
-SR-
Despite vehement protests of Senator Johnson, best informed industry
sources believe lengthy TV station freeze will end sometime in April.
While FCC is wary of crossing Johnson congressional committee, feel-
ing is that public pressure will force early lifting of ban. At
least one commissioner has come out publicly for more stations.
Color question is chief reason for congressional holdback.
-SR-
Jack Benny technique of carefully planned spontaneity, called by some
art of being entertainingly natural, is bringing Benny proteges star-
dom in own vehicles. Dennis Day and Phil Harris have succeeded in
mastering the prepared ad-lib. Now Rochester is branching out with
CBS with 5-weekly series, probably for Franco-American.
-SR-
Nielsen extra-week report for 8-14 January reveals Thursday top
listening night in week with five of top 20 programs. Sunday and
Wednesday tie with four. Monday and Tuesday tie with three. Saturday
has one, Friday none. Eight of the top 20 are mystery drama. All
20 reach over 6,000,000 homes, with No. 1 Lux Radio Theatre exceeding
10,000,000.
-SR-
Mars Inc. (Three Musketeers Candy Bar) corralled 240,000 dimes and
wrappers as result of two 90-second sales talks on Howdy-Doody TV
program over NBC-TV offering cardboard model of Howdy. Mars plans
new premium promotions via Grant Advertising.
-please turn to page 36-
SPONSOR
NO. 9 OF A SERIES
«S
&&&
DEMPSEY-TUNNEY
In Boxing, -
WHEC
In Rochester
*&&
I
I0tf« TIM
u*n* SH "'
WHEC is Rochester's most-listened-to station and has
been ever since Rochester has been Hooperated!
Note WHEC's leadership morning, afternoon, evening:
STATION STATION STATION
STATION
STATION
STATION
WHEC B C
D
E
F
MORNING
43.5 14.3 12.2
3.4
19.8
4.2
8:00-12:00 Noon
Monday through Fri.
AFTERNOON
35.5 23.5 9.2
14.8
10.5
3.5
12:00-6:00 P.M.
Monday through Fri.
Station
EVENING
37.9 24.3 7.4
7.8
11.0
Brood casts
till Sunset
6:00-10:30 P.M.
Sunday through Sat.
NOVEMBER-DECEMBER
Lateit before closing
HOOPER,
1949
Only
BUY WHERE THEY'RE LISTENING: -
N. Y.
5,000 WATTS
Representatives: EVERETT- McKINNEY, Inc. New York, Chicago, LEE F. O' CON NELL CO., Los Angeles, San Francisco
27 FEBRUARY 1950
S pints or Reports I
.»I0 Mtitlison Are. fi
On The If iff «
Mr. Sponsor:
O. Parker McCtnnas 16
P.S. 17
Mr. Sponsor Asks 38
TV Results #0
.Sponsor Speaks H4
Applause H4
Cover
Cover this isrue does double duty: it
shows typical women's TV show on KNBH,
Hollywood, and out-of-home radio listen-
ing. (Stories on pages 26 and 24.)
Editor & President: Norman R. Glenn
Secretary-Treasurer: Elaine Couper Glenn
Managing Editor: Miles David
Senior Editors: f-rank M. Bannister, Ellen Davis,
Irving Marder
Assistant Editors: Joe Gould, Fred Birnbaum,
Arnold Alpert
Art Director: Howard Wechsler
Vice-President - advertising: Norman Knight
Advertising Director: Lester J. Blumenthal
Advertising Department: Edwin D. Cooper
(West Coast Manager), M. L. LeBlang.
Beatrice Turner, William Ethe, Edna Yergin
Vice-President & Business Manager: Bernard
Piatt
Circulation Department: Ann Ostrow, Emily
Cutillo, Victoria Woods
Secretary to Publisher: Augusta Shearman
Office Manager: Olive Sherban
Published biweekly by SPONSOR PUBLICATIONS.
INC. Executive, Editorial, and Advertising Offices: 510
Madison Ave . [Sew York 22. N V Telephone: Murray
Hill m '2:72 Chicago Office 860 N Michigan Avenue.
Telephone financial 1556 Printing Office: mm Elm
Ave . Baltimore 1 1 . Md I ' states
18 a yei Canada foreign $0. singlo coplei 50c.
Printed In U s A. Address all correspondence to 510
Madiion Arrnue, New York 22. N Y. Copyright 1950
8P0N80R PUBLICATIONS. INC.
5
27 February 1950
ARTICLES
The farmer wants to buy
With 5,270 rural homes electrified each day, appliance dealers are overdue
on radio. They are passing up huge potential market
ffotr to eraek a stone wall
What part radio played in Taylor-Reed Corporation's 1949 $2,000,000 gross.
Story of two Yalemen who crashed the New York market with a dessert product
The hiy plus
Out-of-home listening is a factor sponsors must taken into account now that
detailed research figures are becoming available on regular basis
ffotr TV sells wont en
Day and night programs do effective job for wide range of products
BMEt posers for spnnsors
Three top questions on how to use the new radio measurement
Markets on the mure
Transit radio, currently in 19 areas, piles up exceptional results
TV dictionary
Part two of the most complete compilation of TV terms and definitions gath-
ered to date. Herbert True was the compiler
IN FUTURE ISSUES
Keep your proipram natural
Planned spontaneity is a fire art with many a sponsor and station
Radio is havkslap-happy
Peabody award tops SPONSOR'S ballot, but there's no redwood in the forest
of radio awards
19
22
2T
2H
28
SO
31
March 13
March II
Bftepttrtment store radio
Department stores in many parts of the country are using radio
results. This refutes an old "tradition"
I/. S. Steel on the ttir
Theatre Guild programs make friends for an industrial giant
. . with great
why buy 2 or more...
do one big job on "Radio Baltimore"
H* WBAL covers the rich Baltimore area, Maryland,
and sizable chunks of Virginia, Delaware and
Pennsylvania — an area with over 4,225,000
people who spend more than $3,290,000,000
annually in retail sales.
Represented nationally by Edward Petry Co., Inc.
WBAL
50,000 Watts
NBC Affiliate
21 FEBRUARY 1950
11 Hollywood Theater
of Stara Is an
excellent buy 11
say
sponsors
and
stations . . .
HOLLYWOOD THEATER OF STARS is building out-
standing sales records for local sponsors in many markets.
Its top talent, scripting, and production may be available
for sponsorship in your market area. Check your local
station for availabilities and costs or write direct to:
C. P. MacGREGOR
RADIO'S OLDEST SYNDICATED PROGRAM SERVICE
729 South Western Ave. Los Angeles, California
510 Madison
FARM COMMERCIALS STUDY
In your Farm Facts Handbook there
is an article on pages 26, 27 and 28
called "The Faltering Farm Commer-
cial."" In this article you write about
radio commercials PGR tested bv the
University of Oklahoma.
Since two of the commercials listed
were on Nutrena Feeds for our client.
Nutrena Mills Inc, we are interested in
learning more about this study and the
conclusions reached by Mr. Sherman
P. Lawton. Where can we get more
complete information on this studv.
such as separate ratings on each com-
mercial, and a comparison with other
commercials tested?
John C. Harvey
Bruce B. Brewer & Co
Kansas City, Missouri
• In reply to many inquiries Sherman P. Law-
Ion can be reached by writing Coordinator of
It. nli... The University of Oklahoma, Norman,
Oklahoma.
WHAS NOTES AN OMISSION
In your 2 January issue on "Louis-
ville's Mr. Sponsor" you stated in sev-
eral different places that the Greater
Louisville Association started in radio
back in 1925. but you never said which
station.
C. W. Sanders
Publicity Director
WHAS
Louisville
• The omission was unintentional. The station
was WHAS. which, like Greater Louisville, Is a
Louisville institution.
342 Madison Avenue
New York City, New York
5 N. Wabash Avenue
Chicago, Illinois
LIGHTNING THAT TALKS ISSUE
Please accept my most sincere con-
gratulations on your souvenir issue of
30 January dealing with LIGHTNING
THAT TALKS.
This issue contains so much perti-
nent and valuable information about
the movie as to become almost a hand-
book on it and, as a matter of fact, it
inspired me to write today to Maurice
Mitchell asking if there will be such a
handbook available for giving away in
connection with showings of the film.
In an\ event. I would appreciate it
ver\ much if \ ou could arrange to
send me two extra copies of this 30
January issue as straight sales ammu-
nition.
SPONSOR
"
[ TALLAHASSEE
5000 Watts — Day and Night
the center of
Capitaland
Selling
12
Georgia Counties
and
11
Florida Counties
Ask your John Blair
man to tell you the full
story on Capitaland and
North Florida's most
powerful radio voice —
WTAL!
Southeastern Rep.
Harry E. Cummings
Jacksonville, Fla.
WTAL
TALLAHASSEE
John H. Phipps, Owner
L. Herschel Graves, Gen'l Mgr.
FLORIDA GROUP
Columbia
Broadcasting
System
27 FEBRUARY 1950
sponsor is so thorough!) read
marked, learned and inwardl) digest-
ed around here that I find it difficul
to keep our file of copies rompl •!<■
since the l>o\s are all too inclined to
stash away really valuable issues a'
home. One such issue was your 12
September issue of last year in which
you deal with the Lazarsfeld stud\ on
the comparative effect of newspaper
ads and radio commercials. If you
have available an extra copy of that
issue I would like to have it too. or
failing that, information on where we
might secure a copy of the actual stud}
itself.
Again please accept my congratula
tions on the latest of the series of top
notch industry jobs.
G. F. Keeble
Station Manager
CFCF
Montreal
The Number
CROOVIES BOOCIE IN GROOVE
I read with great interest your re-
cent articles on the forgotten 15 mil-
lion and how some stations had cashed
in on the potential buying power of
the Negro population.
I am sorry you did not query
KWKH because we could have con
tributed a great deal to your article in
the way of facts and figures resulting
from our 45-minute reeord show in the
late afternoon called Groovie's Boogie.
This show features one of our staff an-
nouncers who portrays a Negro disk
jockey and does a bang-up job of it.
Once each year this disk show is put
on at the Louisiana State Fair on Ne-
gro day and the crowds are so large
thev are unmanageable. He receive?
200 to 300 requests per day and when
a special request is made it is not un-
usual to receive anywhere from 500 to
1.000 letters per day. The success
stories of the products advertised on
this program are terrific.
Henry B. Clay
General Manager
KWKH
Shreveport
RADIO STILL THE BASIC BUY
It is my feeling that radio and tele-
vision must both be considered in the
same budget thinking — that one does
i ['lease turn to page 42 I
in the Number
KMA
Shenandoah, Iowa
ABC Affiliate
Mail Pull Studies, Conlan
Coincidental Surveys, and
BMB prove KMA superi-
ority (The Number 1 Farm
Station) in 184 counties
in Iowa, Nebraska, Kan-
sas, and Missouri (The
Number 1 Farm Market).
Cet all the facts about
KMA.
Represented By
Avery-Knodel, Inc.
TELEVISION
CENTER
"cZaha, Nebraska
Under Management of
MAY BROADCASTING CO.
Shenandoah, Iowa
Radio stations resent
Army snub of medium
There is mounting dissatisfaction among radio stations, ex-
pressed in letters to Congressmen, over the Army snub of
radio as an ad medium. Radio stations, always devoting
free time for recruiting purposes and public service ap-
peals, feel the Army should allot some of its ad budget to
radio. Resentment stems from government practice of
paying for newspaper and magazine ads while looking for
free airings on radio for the same plug.
Phonevision to get
Chicago area test
With FCC approval, 300 Chicago families will get a chance
to see first-run motion pictures in their homes. Under the
Zenith "phonevision" system, the telephone operator will
switch video viewers to the special transmitter wavelength.
The cost: one dollar for each program. Zenith figures it
will cost them $500, 000 for the experiment even though
subscribers pay one dollar for each motion picture they
see. The experiment is expected to get under way in a
few months.
Food & Drug Administration expresses
attitude on anti-histamines
While anti-histamine manufacturers are spending millions
of dollars in spot radio and other media, the Food & Drug
Administration is highly skeptical about the cold tablets.
The Administration is not in a position, as yet, to take any
action since controlled studies of the effectiveness of the
cold tabids will have to be made over long periods of lime.
Until then, evidence for or against the remedies cant be
submitted.
Census should reveal
radio sales possibilities
Advertisers using spot radio can glean some helpful facts
from the forthcoming census figures. While census officials
don't start until I April, sample surveys reveal the follow-
ing: the number of families has increased since 1940 by
6,300,000 to about 38,500,000. That means new sales for
radio and other appliance manufacturers. A 23 percent
in rease in the number of children means more of a de-
mand for family products as contrasted with products used
1>\ individuals.
Color TV hearings
resume on 27 February
The FCC will resume its hearings on comparative color
I \ transmitting systems on 27 February in Washington.
Involved are Color Television Inc., RCA and CBS. The
CT1 system, like RAC's, works in black and white without
a converter; it delivers usable black and white pictures to
existing sets. The CBS system delivers a black and white
picture only if an adapter is used on the receiver.
FTC finds few radio
commercials questionable
I he Federal Trade Commission reports on its continuing
survey of broadcast ad practices after having examined
493,528 commercial radio continuities. Of these, onl\
12,879 broadcast scripts, or about 2.6 percent, were marked
as having made questionable representations.
Dairy interests may seek
legal aid against oleo
The dairy senators do not intend to let their "butter inter-
est" constituents down. Their next move may be to get
legislation empowering the FTC to act against oleo manu-
facturers who say ad-wise that oleo is a dairy product.
Look for a butter vs. oleo radio ad battle.
RMA opposed to
TV excise tax
The Radio Manufacturers Association is opposed to a ten
percent excise tax on TV sets. Reason: it will retard the
industry. The Association points out the present ten per-
cent excise tax imposed on radios. It was levied in 1941
as a national defense measure, justifiable at the time, but
still hasn't been lifted.
Treasury Department
comments on quiz prizes
The Treasury Department reports that radio quiz prizes
should be included in taxable income at fair market value
I the average price of the prize I and not necessarily at the
higher value advertised on the program. Break The Bank,
Hit The Jackpot, Stop The Music winners and countless
other radio quiz winners can pay heed.
Wants to give FCC power to
prohibit horse race broadcasts
■A measure to give the FCC power to ban broadcasts 30
minutes immediateh before and after horse races if they
conflict with state laws has been introduced by Representa-
tive Charles E. Bennett iD-Fla.i. Proposal is designed
to cover wire communications and would attempt to lessen
illegal gambling activities. The FCC. not the legislation,
would outlaw the broadcasts.
TV set sales hampered
by illegal practices
The National Television Dealers Association reports that
thousands of television dealers face financial ruin because
nl alleged malpractices. The association will complain to
government authorities. Among the charges are complaints
of tie-in sale-, discriminator) discounts, and competition
from direct factory dealers.
8
SPONSOR
LISTENING
HABITS IN
Conlan's on-the-spot study — NOT A
MEMORY TEST— proves the bulk of listeners
in 22 Iowa Counties prefer KXEL — prefer its
fine programs — its warm personalities — its
strong signal that assures easy, relaxed listen-
ing. Sales of smart KXEL advertisers show
that KXEL-endorsed products out-sell in this
rich Iowa market.
No other radio station delivers as many listeners
in this great rural area for SO FEW DOLLARS.
The truth that hurts is brought out in Iowa's
largest, most complete, most recent listener study
. . . that without KXEL you pay a high price
for "listeners" who aren't there! Ask your
Avery-Knodel man to see the NEW CONLAN.
Radio Time Buyers — aren't fooled by a
SIMPLE SIMON MEMORY TEST! Get the
Simon-pure facts on Listening Habits in Iowa
and you too will buy KXEL.
HAUILIOX XtABIM
WIS
BOONC STORV
CTIC
Wl$,
»V t '. s
ILL.
JO'tCi |J»CKS0N
LL.
issp what -as
HAPPENED IN THese
22 'OWA COONHES
WATERLOO
METROPOLITAN
AREA
KXEL
DES MOINES — NBC —
50,000 WATTS
CEDAR RAPIDS — CBS-
5,000 WATTS
WATERLOO — Station A
Independent
WATERLOO — Station B
MORNING
PERIODS
37.9
11.6
22.2
17.6
7.1
AFTERNOON
PERIODS
35.2
20.3
15.3
16.1
5.8
EVENING
PERIODS
33.5
26.7
34.1
ENTIRE
SURVEY
35.0
21.2
24.9
9.5
3.6
m
RURAL
AREA
MORNING
PERIODS
AFTERNOON
PERIODS
EVENING
PERIODS
ENTIRE
SURVEY
KXEL
29.8
28.8
25.6
27.8
DES MOINES — NBC —
50,000 WATTS
18.9
21.7
25.6
22.5
CEDAR RAPIDS— CBS —
5,000 WATTS
21.0
19.8
26.2
22.6
Distribution of Listening Homes. Figures taken from November 1949 Conlan Study of
Listening Habits — in Metropolitan Waterloo and 22-county area.
EMBRACING 52,033 INTERVIEWS
KXEL
50,000 WATTS
ABC
JOSH HIGGINS BROADCASTING COMPANY • WATERLOO, IOWA
Represented by Ayery-Knodtl, Inc. ■ ARC OUTLET FOR CEDAR RAPIDS AND WATERLOO, Iowa
See what else the South's
Greatest Salesman gives you:
Advertising for our advertisers every
day 24 sheet posters, streetcar dash
signs, full-page newspaper adver-
tisements, store displays, work
with jobbers and leading
retailers — WWL uses
all of these — the
greatest audience-
building program
in the South.
He racks up leading Hoopers —
gets biggest share of audience
Latest Hooper shows WWL share-of-audience ahead
of any New Orleans station. Nighttime WWL has
greater share than next 2 stations combined!
10
SPONSOR
South's Greatest Salesman
Helps Raise Better Crops
Farmers in 7 states profit from WWL's varied farm program. WWL
helps them harvest bigger, more profitable crops— and sells them all
the while! Only WWL directs herd improvement contests, provides
weather and market reports, on-the-scene rural broadcasts, 4-H Club
programs.
He's a favorite
all over the map
WWL primary coverage covers a two-
billion-dollar trading area. 50,000
watts, clear channel, and top program-
ming makes folks turn first to WWL.
JV <■—
-x-v
50,000 WATTS
CLEAR CHANNEL
CBS AFFILIATE
A DEPARTMENT OF LOYOLA UNIVERSITY
21 FEBRUARY 1950
REPRESENTED NATIONALLY BY THE KATZ AGENCY
11
4/*e
PAUL II. It \V>li:iK COMPANY
// tarrff/tt announced
t/te a/t/ieintmenJ ' ct
m:v\oiJ» it. Kit AFT
a.i 'f ice -^te.ifWej*/ and ' - i/fntaaet ei ' SJe/eei.iwn
For over 18 years Ren Kraft has been a leader in (he sales and
advertising field — 13 of these years being spent as a specialist in
Radio and Television.
During the past 5 years — as Sales Manager of NBC's network
and loeal television sales — Mr. Kraft played a pioneering role in
the development of the basic sales policies, rate structures, pro-
gram approaches and other problems during Television's tender,
formative years.
Today the Paid H. Ravmer Company is proud to make his
services., .and his outstanding experience freely available to tele-
vision stations. . .advertising agencies... and television advertiser-.
\\ e are happy to welcome Mr. Kraft to our organization. And
we pledge thai our Television Department will give to Television
the same practical, efficient service that, for the past 17 years,
has made the Paul H. Ravmer Company a leader in radio station
representation.
PAIL II. RAYMEB COMPANY, Inc.
Radio and Television Advertising
New York Boston Detroit Chicago Hollywood San Francisco
12 SPONSOR
AV'ir and renew
27 February l?>.TO
These reports appear in alternate issues
New National Spot Business
SPONSOR
PRODUCT
AGENCY
STATIONS-MARKETS
Block Drag Co
Ban-Ami
Vmm-i-Denl
Cleanser
Cecil «!C Presbrej
(N. Y.)
BBD&O (V \ 1
13 cities in N.E., Midwest
and Pacific Coast
1(> markets
California Fruit Itread
K. 1. DnPonl
Baked goods
Nylons
J. B. K. ii. t In.
(L. A.)
BBD&O (N. Y.)
I markets; Pacific Coast
E. I. DnPonl
Filch
Clans Container
Manufacturers Institute
M anufactarers
Shampoo
Bottles
BBD&O (N. Y.)
Harry B. Cohen
Foote. Cone A
<N. Y.)
<N.
I.I,
Y.)
■ IE
60 stns; 10 markets
Natl; 73-100 st.i*
23 cities east of Rockies
Cold Seal Co
Murine Co
O'Keefc & Merrill Co
Southern California
Citrus Poods
Vacuum Foods
Glass W ax
Eye 1. in. .11
Ca> range*
Frozen orange juire
Minute Maid orange
juice
Campbell-Mlthun
(Minneapolis)
BBD&O (Chicago)
It. B. Atchinson Co
<L. .4.)
J. Walter Thompson
(L. A.)
Doherty, Clifford &
Shenfield <N. Y.)
14 midwest markets
over lOO markets
29 stns; West
Seattle
.N.it'I; -'" major markets
CAMPAIGN, start, duration
Test campaign; Jan 23; Hi wks
-.■in.- market*) 15 -min women's pro*
cram- arc used on a 52-v%k con-
Iraet; spots in other markets on
26-wk I... .
Spots
-liov, - : Jan 2.'. :
Partic on hum
13 wks
Spots; Jan 2.'.; 13 *k-
Spots; March 13
Early morning disc jockies ami wom-
en's shows participation- ; April ;
13 *k-
Spot-; Feb 27; 1 A wk-
Spots ; 1.1. 1 5 ; indefinite period
Spots ; Jan 16; 52 v» k-
Spots ; partic, Feb 15 ; 6 n k ■
One- m in spots and chain break-. ; Feb
6; 16 vtk- split into |mu eight-
week sessions separated l»> a four-
week hiatus
Station Representation Changes
STATION
KROC, Rochester, Minnesota
WCEC, Rocky Mount, N. C.
WF^AII, Fau Claire, Wisconsin
WF.BC. Dululh. Minnesota
WFNC, Favetteville, N. C.
WGN1 Wilmington, N. C.
■7CTC, t;reenville, N. C,
WHIT, New Bern. N. C.
WIIl.lt, Virginia. Minnesota
WISC, Madison, Wisconsin
WJMC, Bice Lake, Wisconsin
WJKC, Jacksonville, N. C.
Willi East Liverpool, Ohio
WMFG, Ilibbing, Minnesota
WRAL, Raleigh, N. C.
WTIK. Durham, N. C.
AFFILIATION
NBC
Kits
NBC
NBC
MBS
MBS
Tobacco
MBS
NBC
ABC
MBS
MBS
Independent
NBC
MBS
Tobacco
NEW NATIONAL REPRESENTATIVE
Ra-Tel
Representatives,
N.
Y.
Forjoe
& Co. N. V
Ba-Tel
Representatit »■>.
N.
\
Ba-Tel
Representatives,
V
>
r'orjoe
& Co. N. Y.
Forjoe
& Co, N. V.
Forjoe
& Co. N. Y.
Forjoe
& Co, N. Y.
Ra-Tel
Representatives.
N.
V.
Ra-Tel
Representatives,
V
>
Ba-Tel
Reprcsenlati* es,
N.
Y.
Forjoe
& Co, N. Y.
w illi. mi G. Rambeau. N. Y.
Ra-Tel
B .'present at i\ .«.
N.
Y
Forjoe
& Co. N. Y.
Forjoe
& Co, N. Y.
Advertising Agency Personnel Changes
NAME
S. J .i tin- - Andrews
Bill S. Rallinger
Edith Dunn Boyle
Robert Buchanan
Homer J. Buekley
Storv F. Chappell
Albert M. Chop
Maurice C. Coleman
John - i j in
Robert W. Day
Samuel Frankel
Robert H. Cass
Ruth Coren
Rob i.M-Hi.
Kenneth F. R. Creem
FORMER AFFILIATION
d-dtr
Paramount Pictures, H'wood.,
Chicago tv dir and prod
John A. Cairns A Co inc. N.Y., fashion publicity
Northwestern C, Evan tit on, radio pub rel dir
Homer J. Buckley & \--ociate-. Chi., pres
Cunningham & W ,1-1. N. V., copy dept
WATL, Atlanta, mgr
Charles R. Stuart, S.F., acct exec
H. B. Humphrey Co, N.Y., tv dir
Lawrence Boles Hicks Inc. N.Y., vp
Evans- Winter Co, Detroit, ad^ ami s|s prom mgr
Kenvon & Eckhardt, N. Y\, asst dir of tv dept
Homer J. Bncklej A Associates, Chi., prod and
traffic mpr
Kastor, Earrell. Chesley A Clifford Ine, N.Y.,
acct exec
NEW AFFILIATION
Maxon Ine, N.Y., asst to pres in charge of radio, tv
Camp be! I -Ew aid Co, IV. Y., head of new programing department
Same, dir of pub
^ oiing A Rubicam, Chi., radio supervisor
Same, chairman of board
Same, acet exec
Criswold-Eshleman, Cleve., asst aeet exec
Returned to his own agency, Maurice C. Coleman A Assoc.,
Atlanta
Dake, S.F., acct exec
Lynn Baker Ine, N.Y., dir of rad, tr
Emil Mogul Co, N.Y., ccct exec
/immer- Keller Ine, Detroit, acet exec
I.oise Mark & Assoc., Milwaukee. >p
Same, vp
Same, vp
O In iie.vi issue; ><••< and Renewed on \etworks. Sponsor Personnel (battues.
National Broadeast Sales Executive Changes, .Yete Agency lppoiiifitierif*
>«'«( and Renewed 27 February 1950
Advertising Agency Personnel Changes (Continued)
NAME
FORMER AFFILIATION
NEW AFFILIATION
James K. Hanna
T. King-Hed linger
Harvey Hickman
Edward N. Hoffman
Roland E. Jacob son
Lawrence R. I. each
Frank Linder
Buxton P. Lowry
L. C. MacGlashan
Robert I.. Madden
John Monsarrat
Harry W. Morris
Alfred 8. Moss
Julian C. Murphy
John Newman
Harry A. Palmer
Carl Press
Richard E. Rlchman
Scott Robertson
Don Ross
E. E. If., il.i ......
Karl Scfanllinger
James C. Shelby
Robert Shelby
Hubert C. Sherk
C. L. Smith
Pat Sweeney
Jack Switzer
Richard I Tevis
J. William Wade
Kenneth H. Ward
N. Y. Aver, N.Ti .. vp and mgr radio dept
Palm & Patterson Inc. Cleve., ropy chief
John Freiburg & Co, L.A.
Wexton Co, N.Y.
I in. It .in .in & Co. L.A.
Lever Bros., N.Y,, brand adv mgr
McCann>Erickson. Bogota, Colombia, mgr
John II. K iordan Co. L.A., copy chief
Gardner, St. L., exec vp
Hill & Knowlton, Washington
Piatt -Forbes, N.Y., acct exec
KCO, S.F.. bIs
Tracy, Kent & Co., N.Y., acct exec
National Association of Home Builders. Washing-
ton
International Artist
dir
Foreign Advertising a
acct exec
WKRC, Cincinnati, put:
Lew K.i link acct exec
Homer J. Buckley & Associates, Chi., exec vp
Head of own personal management business
Campbell-Ewald Co, N.Y., vp
Pedlar & Ryan, ILwood., mgr
MeCann-Erickson, Chicago
Norse Industrial, N.Y.
Maxon Ine, N. Y.
Ruthrauff «& Ryan, N.Y., acet exec
Dancer-Fitzgerald-Sample, N.Y., pub re) a
prom dir
KLZ, Denver, special events and promotion
Boone, Sugg, Tevis & Walden, partner
John A. Cairns & Co Inc, N.Y., dir of pub rel
Schoenfeld, Huber & Green, Chi., acct exec
Corp, N.Y., adv and publ
and Service Bureau, N.Y.,
1 dir
Same, vp in charge of radio, tv
Same, vp
Hal Stebbins. L.A., acct exec
William Yon Zehle & Co, N.Y.. acct exec
Ruthrauff & Ryan, L.A., acct exec
Benton & Bowles. N.Y.. acct exec (General Foods)
Same, N.Y., service supervisor
Ruthrauff & Ryan, L.A., acct exec
Kudner, N.Y., exec
Madden Associates, L.A., acct exec
Geyer, Newell & Ganger Inc. N.Y., acct exec
Vernon, S.F., acct exec
Gordon & Rudwick, N.Y., vp
Grant] N.Y., dir of pub rel
TV-Programs Inc. N.Y., dir of adv and prog prom
Same, vp
Chester C. Moreland, Cinucinnati. vp
Same, dir publicity
Same, pres
TV-Programs Inc. N.Y., dir of sis
Same, genl mgr
Young & Rubicam, N.Y., radio, tv supervisor
Same, radio, tv dir
Cory don M. Johnson Co, Bet hp age, N.Y., acct exec
Biow Co, N.Y., acct exec
Same, vp
Opened own firm to service agencies with pub rel counsel,
N.Y.
Hal Niemann & Associates, Denver, exec
Knollin, S.F., acct exec
Same, merchandise mgr
Polly ea Inc, Terre Haute, acct exec
New and Renewed Television (Network and Spot)
SPONSOR
American Cigarette & Cigar
Co Ine
American Tobacco Co
Benrue Watch Co
Borden Co
Buick Motors I»iv of Gen
Motors Corp
Bulova Watch Co
Cameo Curtains Inc
Clark Candj * «
Doublcda) & Co
Duffy Molt Co Inc
Electric Autollte
Eversharp Inr
Gen Foodfl Corp
It. I Goodrich & Co
Gordon H ■' Co
W. E. Mott Inc
Pabsl Brewing Co
IV,.,. -i ola < -
Peter Paul I DC
Philip Morris TobaCCO Co
Pioneer S< lent lime Corp
Pond'-. Extract * o
it on -on \ rt Metal Works Inc
< \ SwanSOn A ^on^. Inc
United I mil Co
J. It \\ Uliami
Zlpp) Product , Inc
AGENCY
NET OR STATI
Sullivan, Stauffer, Colwell &
WNBT, N. Y.
Bayles
MtllMt
WNBW, Wash.
Tarcher
WNBT, N. Y.
> oiing «X IIi.Iim.hm
WBZ-TV, Boston
Kudner
WNBT, N. Y.
Biow
WNBW, Wash.
Philbin, Brandon A Sargcant
WNBT, N. Y.
BBD&O
WBZ-TV. Boston
Huge
CBS-TV not
^ oung A Bubicam
WNBW. Wash.
Cunningham & Walsh
CBS-TV net
Biow
WNBT, N. Y.
Young A Kul. i.. n. .
WNBW, Wash.
BBD&O
CBS-TV net
Aver
WNBT, N. Y.
Young A ic ii 1. 1. .mi
WNBT, N. Y.
>\ ;ir** i«- k «X Leger
( IIN-TV net
Itiow
WNBT, N. Y.
Brisaehcr, Wheeler ci Staff
WNBT. N. Y.
Biow
CBS-TV net
< .iv loll
WNBT. N. Y.
J. W. Thompson
V Mil. N. Y.
Grey
WNBW, Wash.
Copies
w Mil. N. Y.
BBD&O
WNBT. N. Y.
1 \\ 1 hompson
W Mil. V >
PROGRAM, time, start, duration
I ii,
spots; Jan 31; 13 wks (r>
|.iii ;
Feb 6; 13
W BZ-TV, II n
Film spots; F~eb 4; 8 wks <n>
Film spots; Feb 1; 35 wks (n)
Film spots; Jan 5; 52 wks (r)
Film spots; Feb 1; 9 wks (n)
Film annrmts; F'eb 1; 52 wks (r)
Film spots; Feb 12; 13 wks In)
Film spots; Jan 31; 13 wks (r)
You Are An Artist; Mon 11-11:15
wks (n)
Film spots; Jan 20; 52 wks (n)
Suspense; Tu 9:3<>-10 pm ; Feb 28; 52 wks lr)
Film annemts; Jan 30; 52 wks (n)
Film spots; Jan 1; 17 wks (r)
Celebrity Time; Su 10-10:30 pm ; Apr 1; (n)
Hopalong Cassidy; Su 5:30-6 pm ; Jan 29; 52 wks
Film spots; Feb 2; 52 wks In)
It. .\ inr. We.l ID- pin: Mareh 1; "» wks ( n )
Film spot-; Jan 9; 35 wks Irl
Film spots ; Feb 3; 26 wks <n)
Candid Camera: Mon 9-9:30 pm: Mareh 6; 52 wk. Irl
Mystery Is My Hobby; Fri 11-11 :30 pm; Feb 17 (n)
Film -pnl-: Jan 9; 211 wk« (n)
Film .inn. nil-: Jan 3: 2<> wks lr)
I 1 1 in spots; Jail 18; 13 wk« In)
Film spots; Feb 8; It wks Inl
Sm Ii With Acting; Su 6:30-7 pm; Feb 19; 26 wks
<r)
Film spots: Jan 3; 52 wks (n)
<n)
National Safety Council
Honors WHO for
Fourth Consecutive Year!
WHO'
s selection for the National Safety
Council's Public Interest Award marks the
fourth consecutive year in which this 50,000
watt Clear Channel Station has been cited
"for distinguished service" . . . "for excep-
tional service" to safety on the farm.
Proud as we are of this Award, we are more
proud of the people on our staff who helped
us win it — the script writers, music arrangers
and producers — the announcers, the guest
speakers, the civic organizations who co-op-
erated to make broadcasting realities from
farm-safety ideas.
The Award is further proof of WHO's pub-
lic-spirited programming, its awareness of
community responsibility, its desire to fur-
nish "Iowa Plus" listeners with the finest
radio service in America. For advertisers
there's an added significance — WHO'S con-
sistent leadership means greater advertising
values for any product, in any season, at any
time of the day or night.
WHO
Hh/or Iowa PLUS +
Des Moines . . . 50,000 Watts
Col. B. J. Palmer, President
P. A. Loyel, Resident Manager
FREE & PETERS, INC.
National Representatives
27 FEBRUARY 1950
15
THE
CLEVELAND
TELEPULSE
was published on Febru-
ary 25, 1950, and will be
available monthly there-
after. Each report will
cover a full week's tele-
viewing from 12 Noon to
12 Midnight. Each daily
V4 hour rating will be
based on 150 television
homes (Monday - Friday
ratings on 750 Homes).
•
Other available TelePulse
material includes monthly re-
ports in:
BOSTON
CHICAGO
CINCINNATI
LOS ANGELES
NEW YORK
PHILADELPHIA
WASHINGTON
The Multi-Market TelePulse
gives weighted ratings of net-
work programs in these cities,
and is also issued monthly.
For information about these
and other Teletacts . . .
Ask The Pulse
THE PULSE Incorporated
ONE TEN FULTON STREET
NEW YORK 7, N. Y.
Mr. Sponsor
Oliver Parker McCOmas
President
Philip Morris & Co., Ltd., Inc., New York
Back in L945 sale* were sagging for Philip Morris. The firm's
gross dropped from $20,925,000 to $11,164,000 between October
and November. PM's long-faced executives realized they had to take
serious action to prevent a debacle. I he) wanted a man with a blend
of administrative skill and Wall Street saw) to help PM's energetic
president \l L\ on rebuild the organization. Lanky, mild-mannered
0. Parker McComas got the job.
For McComas the job was a challenge. He felt that the company's
ills could he cured 1>\ sound business treatment. \nd he was certain
he would be happier doctoring a sick compan) than running a
health) corporation.
He went to work in October. 1946 as PM's vice-president and
director. His first job was to reconstruct the sales division which
had dwindled from 600 salesmen to 00. B\ year's end he had the
problem licked. His mw s\ stem of recruiting and training sales per-
sonnel was functioning smoothly and efficiently. To reduce the 200
pen cut yearh turnover of the sales force he adopted several addi-
tional employee benefits paid for b\ the company: higher salaries,
life, retirement and hospital insurance; and longer vacations. Philip
Morris emplo\ee> responded swifth to the innovations. A short time
later the New York office reported that more business was being
handled 1>\ fewer workers. For his part in rebuilding Philip Morris
he was elected president in April, 1949.
H\ 1949 the Philip Morris compan) had returned to financial
health. PM's sales amounted to 9.4 pen cut of all the cigarette busi-
ness done last year. While unit sales dropped for other leaders.
I'M sold four and one-half billion more cigarettes in 1010 than in
1948; 1 1 1 i r~ meant a sales increase of l.~>'._> percent.
Radio had plaved an important role in the company's convales-
cence. Of its estimated S8.000.000 1049 ad budget, the firm spent
roughly S5.000.000 for \M advertising. In 1950 the ratio of expen-
ditures will be about the same. The company is currently sponsoring
the following AM shows: This Is Your Life: The Original Youth
Opportunity Program; Ladies lie Seated; One Mans Opinion; Crime
Photographer. PM's sole TV program is Candid Camera.
16
SPONSOR
New developments on SPONSOR stories
p.s
SeG.' "Soft Drink Leadership"
Issue! January 1948, p. 27
Subject: Distribution in 13 areas
You can buy a Coke anywhere.
That's even truer today than when sponsor reported
on the influence of radio on soft drink leadership in its
January 1948 issue. A recent Scripps-Howard Grocery
Product Distribution Survey gives a detailed breakdown
of beverage distribution.
It shows that in only one of the 13 markets surveyed
did Coca Cola drop below a 90 percent representation in
the refrigerators of local outlets. This kind of distribu-
tion throughout the country justifies network radio (see
"Spot, Network, or Both?" sponsor, 13 February, p.
1 7 I : and Coke now sponsors 7he Edgar Bergen Show and
The Morion Downey Show on NBC.
Pepsi Cola has 90 percent or higher distribution in
onlj six of the markets surveyed. Pepsi went into net-
work radio for the first time in October, 1948, when the
company started sponsoring Counter-Spy, an ABC mys-
tery-action thriller. Before this Pepsi had relied niainh
on spot anouncements including the Pepsi jingle.
Pepsi distribution is 90 percent or better in Birming-
ham, Cincinnati. Cleveland. Denver, Indianapolis, and
Pittsburgh. It's best in Cincinnati with 97 percent, low-
est in San Francisco, with 79 percent. San Francisco is
also Coke's low spot among the markets surveyed, but
its 83 percent was still high for all colas sold in San
Francisco. Coca Cola had 100 percent coverage in Bir-
mingham. Cincinnati, Houston, and Knoxville.
Field work for the Scripps-Howard stud) was com-
pleted in June 1949. and covered the following cities:
Birmingham, Cincinnati, Cleveland, Columbus, Denver,
El Paso, Fort Worth. Houston. Indianapolis. Know ill-.
Memphis. Pitt-burgh, and San I rancisco.
While these markets don't represent national coverage,
solid distribution in such markets as these does illustrate
the kind of coverage nece»ar\ to get the most out of
network radio. No soft drink dominates a major market
today without using some form of radio.
p.s
See: "D-day at the Waldorf"
IsSUe: 13 February 1950
Subject: lightning that talks
lightning THAT talks, the All-Radio Committee's
film presentation, will have simultaneous local premieres
on Monda\. (> March, in several sections of the country.
This is a departure from the original pi in. wherein
LIGHTNING was to tee off with a world premiere at New
York's Waldorf-Astoria on 1 March, with local showings
to follow. The Waldorf event, to be attended by 1.200
distinguished guests, will be held at a later date which
had not vet been set at this writing. The film showing in
the Waldorf's Grand Ballroom will be followed b\ din-
ner, after which a panel of prominent speakers will assay
radio's future.
NEW YORK HAS MORE IRISH THAN DUBLIN
and WOV has
a brand new
radio show for
everyone who
loves Irish music
Write, phone or wire tor details.
Ralph N. Weil, General Manager
John E. Pearson Co.. Nat' I Rep.
my
NEW YORK
17
wPi
3B*
*.
X
* iK *
*\
V^
ELECTRICITY DOES CHORES ON RAPIDLY GROWING NUMBER OF FARMS. MARKET FOR ELECTRICAL APPLIANCES IS HUGE
The farmer
wants (o buy
With 5.270 rural homes electrified daily,
appliance makers are overdue on radio
over-all
The farmer, no stranger to
[hard work, has long been
a potential purchaser of labor-saving
devices. But till recently, two things
held him hack: lack of ready cash, and
lack of electricitj .
Todaj things are different.
Today farmers arc richer than ever
before. And with rural electrification
moving as fast as a prairie fire. Inn-
ing plans for 1950 arc focused largely
on electrical appliances and farm ma-
chinery. Purchasing potential is in
the billion-dollar class.
But radio stations are getting onl}
the humming-] ird's share of the ad-
vertising dollar. Just whv, will be ex-
plained later in llii< article.
In the time it takes you to read two
paragraphs here, electric service will
BEFORE: farm housewife bakes with old-fashioned stove. But each day new wires reach 5,270 rural homes creating demand for electric ovens
be installed for the first time in five percent of all rural non-farm dwellings
farm and rural non-farm homes. Elec- were wired; 85 percent of all farms
trification is going on at an average were electrified.
of 1 1 farms and homes per minute, By 1951, rural electrification will be
(>(>0 per hour, and 5.270 per day! practically complete, except for about
Bv tin- end of 1949. an estimated 93 400.000 dwellings so isolated as to be
BEFORE: heavy fire-heated iron was standard AFTER: but now electric irons can be used
BEFORE: tub washing was the rule on farms AFTER: farm women buy electric washers
beyond feasible reach of power lines.
The U. S. Census of 1940 reported
that 60 percent of rural families owned
radio sets; at the end of 1949, the fig-
ures had risen to 88.6 percent for
farm families; 94.5 percent for rural
non-farm families.
In 1949, assets of farmers rose to
an unprecedented $122 billions; farm
debt in relation to value dropped to
an all-time low. Savings of all kinds
are about $22 billions; the collective
farmer carries an estimated $3,000,000
around in his jeans.
The farmer is feeding 40 million
more people than at the end of World
War I. and 14 million more than in
1940. The overall population is grow-
ing faster than ever before in our his-
tory. So is the farm population, not
only because of bumper baby crops,
but because improved methods have
taken the drudgery out of agriculture,
and are luring back many boys who
went to the big city. Too. the aver-
age American is eating better than
ever; this factor is equivalent to a 16-
million population increase.
U. S. Department of Commerce
studies reveal lliat farming families
20
SPONSOR
AFTER: same housewife as in picture at left shown with deluxe electric stove. High incomes let farm women buy the best for their kitchens
generally listen to their radios a great-
er number of hours than do urban
dwellers; they are more dependent on
the medium than are people exposed
to the greater number of distractions
of city life. To farm families, radio is
a welcome friend, the most important
of all the advertising media.
It would seem, then, that radio sta-
tions reaching farm audiences would
be jam-packed with electrical appli-
ance and farm machinery advertising;
that manufacturers, dealers and dis-
tributors would be jumping feet first
into one of the hottest markets existing
today. Such is not the case. It's a
rich and fertile field, true, but radio
advertising is working it over with all
the efficiency of a one-horse plow.
In the Standard Advertising Regis-
ter for 1949. there are listed 277 man-
ufacturers of electric farm equipment:
electric motors, dairy plant and poul-
try equipment, heaters, freezers, milk-
ing machines and similar heavy instal-
lations. Here is a breakdown of media
used: farm papers— 219; trade papers
—190; magazines — 146; daily news-
papers — 55; business papers — 30; ra-
dio stations — 26.
Radio is last on the list. too. of 36
manufacturers of such electric equip-
ment as ranges, hot water heaters, wa-
ter coolers, air conditioning, radio and
TV sets: trade papers — 27: magazines
— 25; daily newspapers — 17; farm pa-
pers — 9; business papers — 9; radio
stations — 6.
In the lighting category, including
40 manufacturers of bulbs, fluorescent
lighting and small appliances, radio's
story is a little brighter, but not much:
trade papers — 39 ; magazines — 23 ;
business papers — 14; daily newspa-
pers — 8; radio stations — 6; farm pa-
pers — 4.
I Please turn to page 461
WNAX farm program gives away appliances like these as prizes. Most of the items are electric
21 FEBRUARY 1950
21
1
M
How In crack
a stone wall
Yalemen Taylor and Reed won
their letters in the dessert field
on the first try with radio's help
I he results wen- somewhat
less than electrifying, back
in 1011. when a pair of
young hopefuls named Malcom Tay-
lor and Charles M. D. Reed bought
three weekl) participations on Martin
Block's Make Believe Ballroom over
\\ NEW, New York, for their new pud-
ding. Tumbo.
Block had alread) made his reputa-
tion as one of radio- hottest salesmen,
but ih New York market can't be
i i a< ' e I like a pigg) bank. And yet,
Taylor and Read reasoned, if they
could ^et a New ^ ork toehold for Tum-
bo the) would have hurdled the tough-
esl obstacle betwei n them and ih it
goal of national distribution. Mac Taj -
lor. energetic president of the Taylor-
Reed ( <»ij».. personall) led a ll\ ing
wedge of salesmen around l<>\\n to lin ■
up the dealers. I he idea was to gel
I umbo on the grocers shel\ es in time
to cash in on the radio | itch.
It was tough selling. Vfter thi ••
weeks Taj lor and his - alesmen had
signed onl) a handful of dealers. The
average jobber took ih<- view that he
nei <\r<\ another brand of pudding like
he needed another thumb. \nd a i( n-
12
House radio helped build: Reed, Taylor (above left) put up $500,000 plant
cant pudding at that — against well-es-
tablished nickel competition.
Taylor and Reed saw their slender
advertising kitty — $5,000 in toto—
melting away alarmingly, and Tumbo
hardly a household word. Going into
a quick huddle with Frank Kent — head
of their New York agency, Tracy. Kent
—they decided that the fault lay not
with radio, or with the station, or with
the show — but with the market. It was
crawling with competition, and Tumbo
was getting lost in heavy traffic.
The partners and their agency coun-
selor concluded that a quick hypo was
needed to keep the campaign alive.
I he\ came up with an old reliable, a
premium oiler: one phonograph rec-
ord in exchange for one Tumbo wrap-
per. It worked like a shot of adrenalin.
Block s first announcement of the rec-
ord offer pulled more than a thousand
requests, each with a Tumbo wrapper.
The letters themselves were a revela-
tion to I a\ lor and Reed. ( )ne lady
w loir c;o^->l\ that she hid called on 2 I
grocers before Fnding one who stocked
Tumbo. Other listen* i- wrote of simi-
lar frustrations. Taylor and I! - -d wire
delighted. Not bein ; the i\ pe to be hit
by falling houses, they went into action
posthaste. At the time of the Make
Believe Ballroom record offer not
more than 1,000 of New ^ oik's 25.000
grocers had Tumbo on their shelves.
\\ ithin a few weeks, the figure was
up to 8.000. and Taylor-Reed's over-
worked distribution stall was hard put
to supply all of the grocers who were
literally besieged b\ hundreds of radio-
lured customers.
By that time, thousands of house-
wives had sampled Tumbo pudding for
the first time. Taylor and Reed believe
that, while the record offer undouhted-
l\ lil the fuse, word-of-mouth recom-
mendation did much to fan tin 1 blaze
from that point onward. National dis-
tribution of Tumbo was achieved with-
in a lew months of the original broad-
cast l.\ \\ NEW's Martin Block.
The Make Believe Ballroom sin i ess
represented the linn's first radio ven-
ture in fad their first consumer ad-
vertising of an\ kind save point-of-sale.
The Tumbo campaign, aside from its
direct material returns, pointed a hosl
id' valuable lessons lor the young part-
ners which have colored their entire
business philosophy .
SPONSOR
Taylor and Reed admit that they
were remarkably audacious ai the out-
set, as a verj young and barel) solvent
firm, in attempting to crash the formid-
able New York market with a new food
product. Hut tins point out that the)
could not afford to ride with a long-
term, buildup period, i rhej started
their business in 1938 with $7,200.)
They needed quick returns, and the)
got them — after just a little wobbling
at the start.
The Martin Block buy formed a pat-
tern for radio success which faylor-
Reed has duplicated main ti s in its
several years of existence. The nub ol
it is this: when you've chosen your
market, latch on to a firmly-established
"personality" show serving that area.
and stay with it for at least one or two
13-week cycles.
Mac Taylor puts it this way: "Radio
provides a wonderful opportunity to
add to your product the prestige and
additional sell ol an established radio
personality and program, to help in-
duce the consumer to buy your prod-
uct, rather than that of a competitor."
With the initial Tunibo radio lesson
pasted firmly in their hats, the partners
hastened to broaden the base of their
operations. 1 hey bought participations
for Tumbo on such solidly accepted
homemaker shows in the New ^ ork
market as Adelaide Hawley. Martha
Deane. and Alma Kitchell. For a fre-
quency yardstick the) followed the
three-a-week format they bad used so
effectheh on Make Believe Ballroom.
(Please turn to page 52 t
To Help Your
;) COCOA MARSH
Sales Zoom
Mutual Network - Coast to Coast
5PM
BIG NAME RADIO SHOWS
on the Air every week!
Nothing is left undone to capture the housewife's interest! The audience reached by these
NINE BIG RADIO SHOWS means sure-fire increase in sales. They tune in — you cash in!
Waller Kiernan in
"Kiernan's Homer"
Walter Kit-man, author, Itcturer, interna-
tional traveler, top radio reporter, will ring
the bell for you >n □ r.jndrr-d ways!
Smash g triumph H th«.|krwaves — and Taylor-Reed products ride high right
vith it! BgHBTst in Hollywood works for you, when you lie in with Taylor-Reed!
Nancy Craig, popular
"Woman of Tomorrow"
Radio Show
Women everywhere follow Nancy Craig's
advice! Cash in on Nancy's terrific appeal!
"The Story Teller". . .
Starring Nelson Olmsted!
Stories that run the gamu^jroro l; rrmg potrDs to rib-tickling humor,
with high appeal for otj^md young^Mjk A reot sales builder!
Herb Sheldon and
Nlaggi McNellis
"Luncheon with Maggi and Herb" is
another top audience participation
show selling for Toylor-Reecl. Cash in!
Plus . . .
Timely Radio Spots
On Important Stations
Throughout the Nation!
TAYLOR-REED QUALITY FOODS
SOLID DAYTIME PARTICIPATIONS ARE BACKBONE OF TAYLOR-REED RADIO. ONLY NETWORK FLYER WAS HOP HARRIGAN (MBS)
21 FEBRUARY 1950 23
\\ t-t'L ilu if n on
-ft OHM
» list fit
in*/, \ew York
Time
At-
home*
Out-of-
homs*
, Out-of-
home of
at-home
1 Total
9:00
24.9
927 400
2.9
101,500'
10.9%
27.8
1,028,800
9:15
25.5
875200
3.2
104 600
12.0%
26.7
1 979,900
9:30
23.3
867 800
3.0
98,300
11.3%
26.3
' 966,100
9:45
22.1
823.100
2.7
85,600
10.4%
24.8
908,700
10:00
27.8
1.000 600
3.4
116.300
11.6%
31.2
1,1 16 800
10:15
30.6
1,101,300
3.4
116,300
10.6%
34.0
U.2I 7.600
10:30
28.3
1,018,600
3.3
122,600
12.0',
31.6
1. 141.200
10:45
27.8
1,000,600
3.2
119,400
11.9',
31.0
1.120.000
11:00
28.4
1 102,200
2.9
101,500
9.2',
31.3
1,203.600
1 1:15
27.7
1,075.000
2.9
95.100
8.8',
30.6
1 1 . 1 70. 1 00
1 1:30
260
1 009 000
2.7
98,300!
9.7',
28.7
11,107,300
1 1:45
26.7
1 036,200
2.6
95,I00|
9.2%
29.3
11,131,300
12 Noon
12:15
12:30
12:45
:C0
1:15
1:30
1:45
2:00
2:15
2:30
2:45
3:00
3:15
3:30
3:45
4:00
4:15
4:30
4:45
5:00
5:15
5:30
5:45
6:00
6:15
6:30
6:45
26.4
,098,900
3.8
141,600
12.9%
24.6
024.000
3.3
122,600
12.0'7
23.7
986,500
3.4
132,100
13.4',
22 6
940 700
3.4
135,300
14.4%
23.7
890 100
3.4
122,600
22.1
830 000
2.9
13,100
13.6^
22.4
841.300
2.8
113,100
13.4%
21.7
815000
2.9
I 11,000
13.6%
22.4
876,300
4.4
163,800
18.7%
21.9
856,800
4.5
163,800
19.1%
19.9
778.500
4.8
176,500
22.7',
18.8
735 500 1
4.9
179,700
24.4^
19.6
846,500
4.7
179,700
21.2%
19.7
850800
4.4
173,400
20.4',
21.1
911.300
4.8
179,700
19.7',
21.3
919 900
4.6
170,200
18. 5',
18.7
760 800
17.9
728.300
16.4
667 300
17.4
707 900
21.3
,106,600
4.2
160,700
21.1',
21.5
117.000
22 8
184,500
23.1
200,100
25.3
,393,600
21.8
,200,800
25.1
,382 600
25.1
382 600
4.8
186,000
4.1
154,300
4.1
154,300
3.3
148,000
4.0
173,400
4.3
167,000
3.6
144,800
3.6
151,200
2.8
130,000
2.6
123,700
2.7
116,300
25.5',
23.1%
21.8%
13.4',
15.5',
14.1%
12.1',
10.8',
10.8',
8.9',
8.4',
30.2
1,240 500
27.9
1,146 600
27.1
1,118.600
26.0
1,076,000
27.1
13.8', 1012.700
25.0
943.100
25.2
954 4C0
24.6
926000
26.8
.040,200
26.4
1,020 600
24.7
955000
23.7
915200
24.3
1,026,200
24.1
1.024.200
25.9
1.091 000
25.9
.090,100
22.9
921,500
22.7
914,300
20.5
821,600
21.5
862.300
24.6
1.254 600
25.5
I 290,300
27.1
!, 351 500
26.7
1,344,900
28.9
1,544,700
24.6
1,330,800
27.7
1,506.200
27.8
1,498.800
part 3 of a series
The big plus
An important factor for .sponsors is being
measured accurately for the first time
over-alt
Jack Benny says he's being
short changed.
At a recent meeting of the Radio
Executives Club in New York he com-
mented that many of his friends hear
his program via their car radios; yet
he doesn't get credit for this listening.
Turning to C. E. Hooper he asked,
'"What are vou going to do about
that?"
Mr. Hooper hasn't done anything
yet, but another rating service has.
Last November in New York Pulse
made the most complete survey of out-
of-home listening in radio's history.
The Pulse survey was the first ever to
tabulate the combined at-home and
out-of-home audience. It showed that
at some hours of the day as much as
21 percent of the radio audience in
New York listens away from home.
And now other surveys have indi-
cated that this holds approximately
true in large cities across the country.
Pulse has completed extensive re-
search on out-of-home listening in
Southern California. Boston, and Chi-
cago. From coast to coast sponsors and
agene\ personnel are catching glimpses
for the first time of the /;/// audience
lhe\ can expect to reach for their radio
dollars.
Already sponsors have begun to take
out-of-home audience figures into ac-
count when buying time. Last summer
the makers ol Rialto cigars were inter-
ested in sponsoring a well-rated sports
program. I he) had checked the ratings
ol all such shows in New York and
found \\ OR s Stan l.omax on par with
Other similar show-. I • 1 1 1 when \\ ( >lt
showed the prospective client the re-
sults ol an out-of-home survey, the sale
was in the bag. It revealed that Lomax
had 48.000 daily out-of-home listeners.
Until recently sponsors were in the
dark about the size of the out-of-home
audience. Then I'ulse director Dr.
Sydney Roslow changed things. In the
summer and winter of 1949 he proved
out-of-home listening was not to be
shrugged olf as negligible. His cur-
rent studies make it even more definite
that sponsors must take out-of-home
dialers into account. (For several
months prior to initiation of Pulse's
out-of-home rating >er\ iee in August.
L949, WNEW had commissioned Ros-
low T to do experimental out-of-home
studies.)
People listen to the radio away from
home while in cars, at work, while
visiting, at bars and at restaurants.
During the warm weather months you
can spot a portable radio outdoors as
frequently as a sweater girl. The Pulse
studies showed that this out-of-home
listening is a daily habit; and that the
pattern of listening is similar through-
out the countrj .
As advertisers become more con-
scious of "the big plus," there will be
a greater demand for out-of-home audi
ence measurement. Dr. Roslow is cur
rently processing a recentU complete!
out-of-home survey made in metropoli
tan Chicago. This spring he will con
duct a similar study in Los Angeles
lie has no definite plans be\ond that
I [owever, he is confident that in a short
time advertisers through the count i\
will be clamoring for this information
For. in the future, commercials will be
geared to include the out-of-home lis-
tener. \nd when. how. and where lhe\
listen will be vital information.
The November I'ulse surve\ on out-
of-home listening in New ^ ork i re-
!
ferred to above) is the most compre-
hensive yet completed. For the first
time the combined number of at-home
and out-of-home listeners has Inch
tabulated by 15-minute periods.
According to the study, more than
one out of five people listen to the
radio outside of home every day in
New York. This is a gigantic extra
dividend — more than 2,000,000 people.
"What medium, aside from economi-
cal radio, could dismiss audiences of
this magnitude as bonus circulation?*"
asks NBC's director of research, H. M.
Beville. He points out that newspapers
don't discount reading that occurs on
subways, commuter trains, streetcars,
and busses; and that the figures pro-
duced by the Magazine Audience Group
are greatly increased by surveying
barber shops, beauty parlors, and other
public places.
Because the November study in New
York points up facts sponsors all over
the countn should know, this article
will discuss it in detail. And, to round
out the picture, facts gathered in No-
vember will be contrasted with earlier
Pulse data compiled last August.
The November report showed that
out-of-home listening was as high in
cold weather as in warm though the
average weekly audience was slightly
lower in November than in August.
1949 when Pulse made its first study.
On Saturdays listening was 23.6 per-
cent compared to 18.7 percent of the
total audience in August; Sunday 20.1
percent against 29.3.
Apparently men make up the bulk of
the out-of-home listening audience. A
special automobile listening study
made for WOR in May, 1949 revealed
that they comprise more than 75 per-
cent of the car listening audience, and
in both the November and August
Pulse studies more than one-half of the
out-of-home audience was male. In
November male listeners totaled 59.8
percent; in August 54.3 percent.
The highest percentage of out-of-
home listening occurs in the 20-34 age
bracket. Members of this group spend
most of their leisure time pursuing
social activity. Consequently they are
out of the home frequently. In Novem-
ber 34.2 percent of out-of-home listen-
ers were in this age group; in August
30.2 percent.
Out-of-home listeners have a high
potential purchasing power. In the
(Please turn to page 62 i
21 FEBRUARY 1950
This is where New York out-of-home listening took place in 19 19
November
Places of out-of-home listening
Automobiles
At work
While visiting
Restaurants & bars
Retail establishments
Clubs and schools
Outdoors (portables)
All other places
No. of listeners
953,700
581,000
557,900
238,400
115,700
71,800
57,900
16,200
Percent of total*
Percent of total*
out-of-home
out-of-home
listeners
listeners
41.2%
35.4%
25.1%
20.8',
24.1%
21.3%
10.3%
9.4%
5.0%
4.9%
3.1%
0.5%
2.5%
7.5',
0.7%
2.2',
August
*Adds to over 100 percent because of listening in different places by same listeners.
Four kinds of out-of-home listening
Breakdown of 1949 listeners in JMetc York by se.v, age, income
Percent of total out-of-home
Percent out-of-home radio listen-
radio listeners
Population
Breakdown
ers in survey area
NOVEMBER
AUGUST
NOVEMBER
AUGUST
26.8%
28.5%
SEX Male
59.8%
54.3%
17.1
20.3
Female
40.2
100.0%
45.7
100.0%
9.8%
15.5%*
5-13 years
5.9%
5.2%*
22.0
28.8
14-19 years
8.3
10.4
29.2
26.7
AGE 2C-34 years
34.2
30.2
33.4
27.4
35-44 years
26.4
20.5
17.6
22.8
45-64 years
22.2
27.2
8.3
16.9
65 & over
3.1
100.0%
6.5
100.0%
45.1%**
**
$7,600
6.7%
5.7%
43.2**
**
FAMILY 4,950
25.2
22.8
47.4**
**
INCOME 3,640
46.1
41.6
34.3**
**
2,260
22.0
29.9
100.0%
100.0%
45.4%**
**
TELEPHONE Phone
65.2%
62.3%
38.3**
**
OWNERSHIP Non-Phone
34.8
100.0%
37.7
100.0%
*ln August, the
age group was 7-
13 years. "November figure
s are percents of hort
les.
Comparable percents are not available for August
25
KATHI NORRIS (WABD-TV) AND HER HUSBAND, WILBUR STARK, TRY ONE OF SPONSOR'S PRODUCTS AT N. Y. AUCTION ROOM
lb IT sells women
Day and night programs
do offeetive job for a wide range of products
**x.
Last year, when television
was \ oini^r. it was often
said that the medium had
a dismal daytime future — husy house-
wives couldn't -it still long enough In
focus on the screen.
I hat ma) be true <>f many, but it's
untrue of enough to make a consider-
able impact on the sales curve of da\-
time advertisers bold enough to gam-
ble on the unpredictabilit) of a
woman.
I lie impacl is being made . . . and
the .-ales curve is uninistakahlv up.
ro corral the fa< I-. SPONSOR has just
completed a stud) of women"- partici-
pation programs on TV and arrives at
sucli conclusions a- these :
Daytime participation programs are
on the increase throughout the coun-
try. They are coralling viewer loy-
alty for stations, impressive sales re-
Milts for advertisers. An even more
remarkable fact is the impact of the
nighttime versions of such shows
I which have no radio counterpart).
I hex equal davtime program results,
are almost equall) interesting to a
male audience.
Of I') programs examined. II are
daytime, six nighttime, while one is
telecast both daytime and evening.
Thirty minutes is the average length,
though three are IS-minute and one
runs a full two hours. All but one are
emceed b\ women: four use models
regularb : nine have guests.
The shows are of many types in-
cluding audience participation, cook-
ing, homemaking. interviewing, gar-
dening, shopping, and women's maga-
zines of the air. And the products
plugged are as diverse as the program
formats. Two things all have in com-
mon: 111 thev are handled by person-
alities with solid backgrounds, either
in radio, or specialized fields such as
home economics, fashions, dramatics;
1 2 1 they rank among the most con-
\ incing salesmen i pardon, saleswom-
en i ever to get their foot inside the
front door.
For the guidance of advertisers and
their agencies, sponsor presents the
26
SPONSOR
Typi
cat women's daytime TV participations
PROGRAM
DAY, TIME
STATION
TYPICAL RESULTS
RATES
Kathi Norris, Your Tele-
vision Shopper (shop-
ping)
M-F, 11-12 noon;
WABD
nylon hose: 2,258 pairs @ 78c,
one announcement; doll sets: 296
@ $3.00, one announcement; sew-
ing aid: 300 Jiffy-Stitchers @
$2.95, two announcements
$100 per participation; flat
rate
Fifty Club (audience par-
ticipation )
M-F, 12 noon- 1 ;
WLW-T
guest tickets: one announcement
sold out tickets ($1.25) for 1950,
first half of '51
$20 for WLW-T; $15 each
for WLW-T, WLW-C, 26
times; higher discounts dur-
ing summer
Vanity Fair (women's TV
magazine)
M-F, 12.30-1;
CBS-TV
Norge Cabins: 700 mail inquiries,
one announcement
$328 per participation, 26
times
Penny Pruden (cooking)
M-F, 1-2;
WCPO-TV
sandwich grill: single showing ex-
hausted store's stock
$20 per participation; flat
rate
Magic Tele Kitchen (cook-
ing)
M-F, 1-2;
WLW-T
canned food: viewers buy $2,393
worth more than non-viewers
$20 per participation; flat
rate
Market Melodies (wom-
en's TV magazine)
W-Sa, 2-4;
WJZ-TV
reconditioned vacuum cleaner: 284
@ $15, one announcement
$114 per participation, 26
times
Kitty Dierken Shops for
You (shopping)
M-F, 2.30-3;
WAAM-TV
various items: phone calls average
900 per week; sales, $400
$60.80 per participation in
ooth daytime and nighttime
programs, 26 times
What's New in the Home
( homemaking )
M-F, 3.45-4.15;
WTMJ-TV
furniture store: one free offer of
broom exhausted supply of 2,300
$55 per participation; flat
rate
A la Mode (interviews)
W, 5-5.30;
WDSU-TV
soft drink: 3,000 requests for Roy-
al Crown Cola prize, three an-
nouncements
$30 per participation; flat
rate
A Dish a Day (cooking)
Tu, Th, 5.30-6;
WDSU-TV
foods, appliances: advertisers' de-
mand doubled program schedule
$30 per participation; flat
rate
Typical women's niyhttime TV participations
Kitty Dierken Shops for
You (shopping)
M-F, 6.30-7;
WAAM-TV
see results for this program listed
under daytime
see daytime listing
Hi Lights (interviews)
Tu, 6.45-7.15;
WICU-TV
dresses: Darne's seasonal sales in-
creased by more than one half
$37.60 per participation, 26
times
KPIX Teleshopper (shop-
ping)
F, 7.15-7.45;
KPIX-TV
refrigerator dishes: 50,000 Fresh-
erators, four announcements
$37.50 per participation;
flat rate
The Floral Trail
(gardening)
M, 7.30-7.45;
WDSU-TV
magazine: 20-25 subscriptions per
week
$30 per participation; flat
rate
The Model Speaks
(fashions)
M, 7.40-8;
WFIL-TV
furs: mink coat @ $3,200 from
single showing
$60.80 per participation, 26
times
day, 1 to 2 p.m., WC]
nati. Ohio.
With 15 years in ra
telling listeners how to
home, Penny sailed int
dium full tilt. Tossin<
D 0-TV, Cincin-
dio behind her
make a house a
o the new me-
>; comments on
homemaking in with her cooking in-
gredients, she comes up with a meal a
day and plenty of sensible hints.
The show, which went on with the
opening of the station in Julv. 1949,
[Please turn to page 54)
following program by program break-
down of format and results covering
19 women's TV shows across the coun-
try. It is prohahh the most complete
survey of its kind published to date.
DAYTIME PARTICIPATION
PROGRAMS
AUDIENCE PARTICIPATION
The Fifty Club. Mondaj through Fri-
day, 12 noon to 1 p.m., WLW-T, Cin-
cinnati (point of originationi. WLW-
C, Columbus, and WLW-D, Dayton,
Ohio.
Ruth Lyons, radio writer, director-
producer, who joined WI.W in 19-12.
handles this one — the only one of its
kind to turn up in sponsor's roundup.
Miss Lyons lunches dailj with ."ill
women, who later join her in the stu-
dio for interviews, contests, games,
group singing, and stunts.
Tab for the meal and video debut is
$1.25. Last June, a single announce-
ment sold out all tickets for 1950, and
the first half of '51. Prizes are given
for letters about the show; letters av-
eraged 1.500 per week.
COOKING
Magic Tele Kitchen, Monday through
Friday, 1 to 2 p.m.. WLW-t, Cincin-
nati ( point of origination ) , WLW-C.
Columbus, WLW-D, Dayton, Ohio.
Products of six regional sponsors go
into the meals prepared by home econ-
omist Catherine Beck, assisted by Pa-
tricia Tess. Lucky guy who gets to
eat them is announcer Bob Merryman.
A recent survey by Crosley Broad-
casting's research department for a
canned goods participant revealed that
viewers bought $2,383 worth more of
the product than non-viewers; the
sponsor was getting back $22 in addi-
tional sales for every dollar spent.
Penny Pruden, Monday through Fri-
Camera moves in for Del Monte commercial on the Peggy Towne Show Ruth Crane (not participating) pioneered phone shopping in capital
<M
|
> -
for sponsors
Throe lop questions on how to
use the new radio measurement
f Despite the fact that most subscribers
^""■■" hadn't received their printed report a-
this was written, it i- already apparent that BMB
study number two will do much more than the first
one to help advertisers buy more for their money.
Kr\ in this is the new breakdown of listening into
3-5 and 0-7 times per week in addition to the one or
more reported in the pre\ ious study.
This finer definition of coverage has numerous
applications. Man) of them are not yet apparent.
Vmong those which have been discussed already are
the three presented here. These questions are really
posers because until stations, agencies, and adver-
tisers have a chance to use the BMB figures nobody
can give any definite answers.
The questions are discussed here to emphasize
their relation to the outstanding new feature of this
BMB report, and to indicate brief!) some possible
applications. Oilier problems which the new listing
breakdown will help solve, for example, are the re-
lation between BMB figures and other radio rating
figure-: relation between BMB figures and the vari-
ous networks: to station power, to different days. etc.
The question of BMB area report- won't be up
lui final discussion until the Board of Directors
meets in March or April. Some agencies used the
L946 area reports almost exclusively, others used
them little. This time there are more than twice the
numbei oJ stations, onl) aboul \ j'.\ are subscribers.
Ii would, <>l course, mean making non-subscription
data public. The cost would probably come to more
than $2,000 per lunik. It alreadj grows late to starl
sinh ,i production, so its chances don't look good.
|l II I I I |M I |IM |l I I |
1
i tin buyers use B)1B to compare radio
costs with other media?
Yes. The total weekly circulation of a station or net-
work ma) be compared with the ABC net-paid circulation
of magazines and newspapers. ABC figures tell how many
people buy (use) the magazine. BMB figures tell how
many families use a station. Neither measurement tells
bow much time is given to reading or listening. But where
magazine and newspaper readership studies are used to
supplement circulation figures for printed media, program
ratings supplement data BMB data for radio. The new
BMB listening breakdown makes still finer comparisons
possible.
It is a fact that throughout the country leading stations
in any market consistently show an advantage over printed
media in cost per thousand. One factor is the "use" of the
station I or network) as compared to printed media. For
example, note the total weekly nighttime audiences of the
following stations in their home counties as compared with
the ABC circulation of Life and the Saturday Evening
Post in the same counties. Radio audiences are given in
round thousands.
Boston
WBZ 215.000 Life 53,626
\\ EE1 2 12.000 SEP 39,162
\\Y\C 174.000
Minneapolis
WCCO 188.000 I.itr 28.093
\\T<:\ 111.000 SKI' 25.383
"A" 178.000
Chicago
Wlil'.M 1.118.000 Life 114.898
WMAQ I.U7.(i()0 SEP 133.038
\\(.\ 1,055,000
\\ I - 981,000
In the five I ion mil: lis of \cu ^ ork ( at\ . \\ OK ha> a total
weekl) audience of 2,949,640. Life's ABC circulation in
the five boroughs is 300,445; SEP's, 203,903. The Life
figures arc based on a one-da\ check in November, 1946.
and the) have inn rased about two percent since then.
SEP figures were checked in March. 1948, and have since
increased aboul ten percent.
But the mosl important thing an advertiser buys is
impressions not just advertising. From this standpoint
the lads look bad for printed media. The) discovered two
I" i< i in readership of a 7()-line newspaper ad; fi\ «• percent
readership of a lull page black and while advertisement in
Life. ITiat stor) is s<> thin compared lo die counted audi-
ences exposed to radio advertising that ii has ne\er been
told i" thousands <d advertisers, large and small. The
i Please turn to page 60 1
I I I I I I I I I I I I I I I I I 1 I I I
I I
2
How ii ill If »IJ» help pattern stations
for spot campaigns?
3
Should the If ?! If Count if base be
50%?
In areas where coincidental, diary, meter or other au-
dience information isn't available. BMI? coverage data is
virtualh the only source of detailed information that will
tell an advertiser whether he's buying a "'rich " or a "poor"
weekly audience to which to project his message. The addi-
tion of 3-5 and 6-7 times-per-week listening breakdowns
in the new studv will provide an invaluable tool for ob-
taining optimum coverage patterns /// tun urea.
One problem always has been that of matching coverage
with distribution. The first BMB report gave sponsors a
tool for this purpose. It was admittedlv crude, but it was
better than anything they had until then. The new report,
while nobody's dream of perfection, is a realistic step to-
ward enabling advertisers to buv more clearly defined cov-
erage than ever before.
A part of the job of matching coverage and distribution
has always included finding and plugging holes in coverage
that didn't show up in the study of audience data available
for the area under consideration. Most advertisers have
probabl) had the experience of having dealers in some area
to which distribution has just been expanded complain thc\
needed more radio support.
The advertiser, with announcements or programs on a
-tat ion whose signal came into the new market area quite
adequately, may have had no way of knowing, without
BMB. that strong loyalty to another station was responsible
for the hole in his own station's coverage. The new break-
downs will help him avoid to a still greater degree these
holes that fail to coincide with his distribution.
The new study offers not so much basic new uses as it
does opportunities to use old applications more effectively.
In connection with making distribution and coverage co-
incide closeK are special product problems. For example,
wine sales have their own pattern. There are wet and drj
states: local option: large cities where sales are good: rural
areas, that aren't worth covering. The finer listening break-
down enables an advertiser to select his stations county b\
count) for the most profitable coverage pattern, where, in
this case, a high power station might be wasteful.
The coverage of higher power stations outside their pri-
marv areas has proved highly profitable to certain kinds
of advertisers. Just how far does a densitv of listening ex-
tend that makes further distribution or more merchandising
profitable'.'' The new stud\ can help make the decision.
I Please turn to page 60 I
The new times-per-week breakdown ol Listening puts
a new face on the "audience level" concept. The "level
that buyers of broadcast advertising have used most often
since the first BMB study as a basis for accepting or re-
jecting radio coverage is a total weekh audience of .">() per-
cent of the radio families in a given county, or area.
But the 1946 BMB figures didn t -a\ how often, beyond
1-2 times weekly, a family tuned an) station. The 1949
report tells the user what percentage of radio families
tunes a station or group of stations 3-5 and 6-7 times
a week in addition to the old figure of 1-2 times a week.
Still, this analysis of the weekly audience of a station or
network doesn't so much affect the question of buying radio
coverage on one or another arbitrary level. What it does
affect is the flexibility with which a buyer uses the "levels"
concept in buying coverage.
Knowing what percent of radio families dials a station
1-2; 3-5; and 6-7 times a week throws an entirel) new
light on the otherwise enigmatic total audience figure.
Suppose two rival stations each have a weekl) audience of
60 per cent of the radio families in their primary coverage
areas. It would make a big difference to the advertiser
whether he were buying coverage divided 20-20-20 among
1-2: 3-5; 6-7 times-per-week listeners, or divided, sav 20
per cent who tuned as many as three times or oftener each
week, and 40 per cent who listened six or oftener times
each week. Base for all these figures is total radio families.
Some stations with 40 per cent coverage levels composed
of a majority of dialers in the 3-7 category could be betlei
buys than stations with 50 per cent coverage levels com-
posed mainly of 1-2 times per week dialers. According to
the new report, roughh 15 per cent of all radio stations
can't c ] aim "prinnm coverage" on a 50 per cent basis.
\bout eight per cent -how primal \ coverage of their own
city. These are other examples of instances in which the
three-wax listening breakdown will affect the audience
levels concept in buying radio.
Specifically, whether 50 per cent is the besl breaking-
point is a question with main ramifications. Some research
has been ('one to indicate this is too low in main cases, and
SPONSOR will explore this question in a future article. It is
obvious, however, thai the type ol product, kind ol pro-
gram, location of the market, radio competition, etc., ma)
drasticall) influence the situation. I nder some conditions
(Please turn to page 60)
I I I II I I I I I I I I I II I I I I I I I I I 1 I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I
Riders board bus for trip home. Average riding time known Inside, sound from staggered speakers is only few feet from any passenger
Ipana was the product.
- - - i ll- share ol total dentil i ice
sales in the test market shot up 47 per-
cent in 10 weeks.
For an old. established brand, a
brand already heavily promoted na-
tionally, that seemed phenomenal.
Evansville. Indiana, was the scene of
the test.
The medium was "transit radio. '
"Transit radio.*" or "bus radio," as
it is called in some localities, means
much more than an installation of FM
receivers in buses and trollevs. It is
a special system of broadcasting with
programs and commercials evolved
specificallv for transit riders.
It is definitely emersins from the
test stase in many of the 19 cities
where facilities are now available. Ad-
vertisers report instances of immediate
sales impact in the best tradition of
broadcast advertising.
Transit radio offers advertisers some
unique features. If it did not. it might
not have much of a claim upon their
budgets as an added broadcast service.
Bristol-Myers, one of the oldest and
biggest users of radio and television,
and their agency, Doherty, Clifford,
and Shenfield. decided to test the ef-
fectiveness of radio programed For bus
and trollcv riders. Thev chose Ipana.
That made the test a hard assignment,
because Ipana alread\ ranked among
the top three in sales volume.
Evansville was selected for the test
because the market is small enough to
allow detailed checking of results. It
Markets on I lie move
Transit radio, currently in 19 areas,
piles up exceptional results
Transit rudio is 19-marhet* Medium
VEHICLES EQUIPPED
TOTAL TO BE
CITY
As of Jan. 1 5
INSTALLED
Allentown, Pa.
68
98
Baltimore, Md.
60
600
Cincinnati, Ohio-Covington, Ky.
475
500
Des Moines, la.
50
200
Evansville, Ind.
100
100
Flint, Mich.
90
90
Houston, Tex.
250
400
Huntington, W. Va.
35
80
Kansas City, Mo.
30
800
Omaha, Nebr.
20
235
Pittsburgh, Pa. ;burban lines]
150
150
Jacksonville, Fla.
200
200
St. Louis, Mo.
1,000
1,000
Tacoma, Wash.
131
131
Topeka, Kans.
53
53
Washington, D. C.
225
1,500
Bradbury Heights, Md.
35
35
Wilkcs-Barrc, Pa.
100
100
Worcester, Mass.
225
225
SPONSOR
Transit Facts
ii0 4 % t of all adults (15 or over) are regular transit riders
ftfi *%) of all adults make 5 or more round trips weekly
Td f %f of a" men are regular transit riders
Ht% of all women are regular transit riders
7f»% of these women riders are housewives
75% of the national buying income is spent by 61 % of the
population who live in the 255 urban marketing areas
— none of which has less than 25.000 population
*Continuinq Transit Advertising Studies — including 10 passenger sur-
veys in cities ranging -from 214,000 to 3,640,000 population.
Many stops are located in shopping centers. Radio gives buying hints
would not be strongly affected by other
Ipana promotions.
In each city where the transit com-
pany has a tie-in with a local FM sta-
tion for equiping their buses and trol-
leys to receive programs, the station
itself is solely responsible for the pro-
graming, for commercial standards,
etc. Each station handles its own local
sales.
The 19 stations now operating tran-
sit radio facilities, however, are all
represented for national advertising by-
Transit Radio. Inc., the same organi-
zation from which thev obtain the
highly specialized equipment necessary
for the operation.
In Evansville, the Transit Radio sta-
tion is WMML. Bristol-Myers started
last October with fifteen 25-sec<m<l
transcribed announcements per week
for Ipana. This was the only local pro-
motion used for the product.
WMML. in order to measure results
more accurately, conducted bi-weekly
sales audits of Ipana and competing
brand sales in a panel of 15 drug
stores properly cross-sectioned by size
and location. Audits were made dur-
ing September, for the base of com-
parison.
At the end of the tenth week the
score for the four leading brands in
terms of increase or decrease in dol-
lar sales looked like this:
Ipana up l(>' ,
Pepsodent down 20' <
Colgate down 10%
Amm-i-dent down 36^5
In terms of increase or decrease of
each brand's share of to'.al dollar sales,
score at the end of the tenth week was:
Ipana up 47%
Pepsodent up 5%
Colgate down 10%
Amm-i-dent down 20' <
As a result of this showing, Bristol-
Myers went into another market early
in December for further tests which
are still to be reported.
Miles Laboratories gave bus music
and news perhaps the toughest product
on its rosier to test — Nervine. Cin-
cinnati, where Nervin? was a neshsri-
ble factor in the field of first aid for
jittery nerves, was the mark, 1 .
Setting the stage, a pre-advertis'ng
store audit of Nervine sales was taken
over a four-week period, 5 June to 2
July, 1949. This was done through
the' WCTS-FM Drug Store Panel con-
sisting of 24 cross-section drug out-
lets in Cincinnati. The unit sales of
Nervin? for these four weeks served as
the base for comparison with unit sales
during the period of transit radio ad-
vertising. The first cycle ran from 5
July to 19 October, with 17 announce-
ments per week.
Using 100 as the base index repre-
senting pre-transit radio average week-
ly sales, results for a six and a 12-
\wvk test period were as follows:
\\,-i ■■.,,,.
Sales Index Weekly
( 100 base I Increase
Vverage wei U\ >ales
in 6-week te I 175.7] 7.~>.51%
Vverage weekl> -air-
in 12-week tesl -21. i 124.3%
Miles renewed the WCTS-FM sched-
ule and placed a 26-week contract with
KXOX-FM in St. Louis, also calling
lor 17 announcements per week. (Ad-
ditional experiences will be aired in
I his report I .
Programing for bus riders owes its
{Please I urn to page 60 1
Movie-bojnd, but sponsor still gets in a word
*2c* iMt a r f* j?' &* &*
* it v1- f' It iftlr?'
Transit music, news is heard at home as w
21 FEBRUARY 1950
31
This is (IMS... the Columbia Broadcasting System
. . . where night after night the greatest stars in radio
deliver to advertisers the largest audiences
at the lowest cost of 'any major advertising media in.
1. The Edgar Bergen-Chorlie McCarthy Show
2. Inner Sanctum
3Beulah (Haltie McDanie!)
4. Lux Radio Theatre (William Keighley)
5. My Friend Irma (Marie Wilson)
6. The Bing Crosby Show
7. You Bel Your Life (Groucho Marx)
8. Mr. Keen, Tracer of Lost Persons (B.Kilpack)
9. Jock Benny (Mory Livingstone, Rochester)
10. Mystery Theatre (Alfred Shirley)
I I. The Burns and Allen Show
12. Lowell Thomas
1 3. Edward R. Mur row with the News
U.Eric Sevareid ond the News
1 5. Meet Corliss Archer (Janet Waldo)
1 6. Amos V Andy
I /.Arthur Godfrey's Talent Scouts
18. Carnation Contented Hour (Ted Dole)
1 9. Suspense
20. The Bob Hawk Show
2 1. Dr. Christian (Jeon Hersholl)
22.Mr. S Mrs. North (Alice Frost, J. Curlin)
23. The Goldbergs (Gertrude Berg)
24. The Jack Smith-Dinah Shore-Margoret
Whiting Show
25. Hallmark Playhouse (Jomes Hilton)
26. Crime Photographer (Staats Cotsworth)
27.My Favorite Husband (Lucille Ball)
28.Skippy Hollywood Theater
29. Leave It To Joan (Joan Davis)
30. Our Miss Brooks (Eve Arden)
3 1. Dick Haymes' Club IS starring
Andrews Sisters, Evelyn Knight
32.Gongbuslers
33. The Vaughn Monroe Show
34. Family Hour of Stars (Kirk Douglos,
JaneWymon, Dano Andrews,
Loretto Young, Irene Dunne)
35. The Gene Autry Show
36. Mr. Chameleon (Karl Swenson)
37. F.B.I, in Peace and War (M. Blaine)
38. The Horace Heidt Show
39. Sing It Again (Don Seymour)
40. Life With Luigi (J. Carrol Naish)
41. The Red Skellon Show
TV dictionary for sponsors
TV director Herbert True compiles video definitions
"Cet tin- juicer to kill the flood, and then
freeze it. \n innocent advertiser who hap-
pened to walk into a video studio on those
words might deduce that he had blundered into the play-
room ol an asylum for tin- mechanically-minded. But the
ton-sighted fellow who had honed up on the definitions in
siminsohs "T\ Dictionary" would neither falter nor
blanch. He would mereh sav to himself: "It's elementary.
really. The television director wants the electrician to
turn out the kleig light, after which the scene is to be
executed as planned."
Below sponsor presents the second in a series of three
installments of a TV lexicon compiled by Herbert True.
radio and television director of the Carter Advertising
Agency. Inc., Kansas City. Advertisers and agency men
alike will find it invaluable.
E
EDITING The final arranging, shortening and eliminating of scenes
in a film and synchronizing them with the sound track.
EFFECTS Tricks or techniques used in changing film scenes, usu-
ally with the use of special cards, plates, etc., on a film negative.
ELECTRON BEAM A stream of electrons focused in the shape of
a beam by external electrostatic or magnetic fields. Also known
as the cathode-ray beam.
ELECTRON GUN A system of metallic cylinders arranged in the
narrow ends of both the camera and receiving tubes, in which
is formed the electron beam which is ultimately used for scan-
ning the image before the TV camera and for reproducing it in
the TV receiver.
EXPANDING SQUARE Film effect wherein an image becomes
visible as it replaces previous picture from small expanding
square out.
FADE IN The TV screen is dark and the picture gradually appears
to full brightness.
FADE OUT From full brightness a picture disappears gradually
until the screen is dark.
FADER or POT Instrument used to lower or raise sound level.
FAKING Arrangement of articles or material in an unnatural man-
ner that when photographed passes as authentic.
FALSE CEILING — Term used to describe devices such as partial
ceilings, etc., which are used to create the effect of a room
completely enclosed from above without affecting an actual
covering which would prevent effective overhead lighting.
FIELD PICKUP — The transmission of out-of-studio events by a mo-
bile unit, and cameras.
FILM PICKUP — The electronic transmission of motion pictures
from 16 or 35 mm. films by means of television.
FILM STRIP — A sequence of several 35 mm. frames shown indi-
vidually. Also called slides.
FILTERS TV lens filters used to eliminate or reduce glare, or a
portion of light spectrum.
FIXED INSTALLATION Permanent set such as kitchen, news-
room, etc.
FLAG Large sheet used to shade light from cameras.
FLASH An extremely short scene.
FLASH BACK or CUTBACK To return to a previously shown
action.
FLAT Lack of contrast in screen image.
FLOOD Single kleig light or scoop used to illuminate wide areas.
FLOOR PLAN Scaled print or plan of studio or stage upon which
are marked the location of walls, settings, doorways, sound
effects, working areas, etc. This floor plan is a prerequisite to
all developments and is used by the producer-director to plot
action and business prior to rehearsals in the actual setting.
FOLLOW FOCUS To change the focus of the camera while it is
on the air, in order to produce a constantly sharp image of an
object that is moving toward or away from the camera. This
technique is nearly always used with a Zoomar lens, especially
in picking up sporting events.
FRAME A single complete picture containing the American stand-
ard of 525 lines.
FRAME FREQUENCY The number of times per second the com-
plete frame is scanned.
FREE HEAD A TV camera tripod or mount that swings freely in
all directions.
FREE PERSPECTIVE — The deliberate falsification of normal per-
spective in the painting and or construction of TV settings with
the intention of achieving a seemingly greater depth or dis-
tance.
FREEZE IT — Terms used to indicate that arrangements, designs
and set or other production facilities are approved and should
be executed as planned.
FULL SHOT A distant view which should include full length view
of actors or talent.
F.U.O.P. Fix up on printer. Have trick man get effect of siie or
animation by optical printing or illusion.
FOCUSING CONTROL Adjustment on receiver and monitor used
for bringing the picture into sharper definition.
34
SPONSOR
GHOST An undesirable image which appears in your television
picture, which is usually a result of a reflection or several re-
flections of the transmitted signal.
GIZMO — Generic term. In TV something for which a more techni-
cal definition is lacking or else has been forgotten altogether
by the speaker.
GIVE Order to actors to become more a part of their character
and to get into their parts and act more convincingly.
GROUND GLASS The glass in the TV camera viewing system on
which the picture is projected for viewing by cameraman.
GROUND ROW Any natural materials placed in front of fake
backgrounds to make a scene more real.
HALATION A blurred or halo effect that sometimes occurs sur-
rounding bright or shining objects.
HAND PROPS Movable materials of all kinds which are used by
actors in their respective roles, or other small items used to
dress a set.
HEAD ROOM Area between the actor's head and the actual top
of set. This area is important in relation to the amount of up-
ward camera movement possible without overshooting sets.
HOT Too much light on talent, set, etc.
HOT LIGHT — Also pinpoint spot. A concentrated beam of light
used in emphasizing features, profiles or contours.
ICONOSCOPE — The earlier camera pickup tube used in the RCA
TV system.
IMAGE — The photographic likeness as recorded on TV tube.
IMAGE-ORTHICON The current super-sensitive camera tube
developed by RCA which is capable of picking up scenes in
semi-darkness or without excessive lighting.
INKY Usually pertains to any incandescent lamp.
INSERT Any explanatory item, usually a CU, and written, such as
a letter, sign, trade mark or label.
INTERFERENCE Disturbance of TV reception caused by undesir-
able signals such as airplanes, automobiles, FM radio station,
and hams.
INTERLACING Technique in which each picture in two sets of
alternating lines is synchronized and flicker is eliminated.
IN THE CAN Completed TV film, program or commercials that
have been checked, found O.K. and are in metal containers
ready for shipping.
1 Fixed installation 2 Full shot 3 Give
4 Handprop 5 Image 6 Live talent 7 MCU
IRIS IN Also circle in. The gradual appearance of a picture from
a small spot until it fills the picture through constantly enlarg-
ing circle.
IRIS OUT — Reverse action of the above in which the circle closes
down until it disappears.
J
JUICER An electrician.
JIC — Just in case.
K
KEY NUMBERS Footage numbers marked along edge of film at
intervals.
KEY LIGHTS Sufficient illumination.
KINESCOPE — The tube currently used in receivers or monitors on
which the television picture is reproduced. Trade name as de-
veloped by RCA.
KINESCOPE FILM Technique developed by RCA to record on
film complete TV programs. Costs for 30-minute kinescope film
usually around $500 for first, and about $25 for each addi-
tional print.
KILL To strike out or remove.
KLEIG LIGHTS or SCOOPS A patented type of lights, famous
because of their long use on the stage, now used in TV.
LAP D SSOLVE Cross fading of one scene or image over another.
Momentarily both pictures are visible. One picture disappears
as another picture appears.
LEADER Term used to describe special portion of film commer-
cial which is used at beginning of library or stock film.
LENS TURRET — A plate on TV camera on which are fastened
several lenses (wide angle, narrow angle, telescopic, etc.), and
which can be rotated to facilitate rapid interchanging.
LIP SYNC or LIP SYNCHRONIZATION— Direct recording of
sound from scene that is being photographed. This term usually
pertains to film commercials where you can see actors and
their lips moving.
LIVE TALENT TV broadcast as it originates with live subjects
or animation.
LIVE TITLES Titling material which is televised directly in the
studio rather than supplied from slides, or film.
LOCAL Restricted to local TV station as opposed to network or
kinescope film.
LOCATION Any location outside of TV studio where you are tele-
vising.
LOSf THE LIGHT — Term used In directing cameraman as "move
to next position when you lose the light."
L.S. Long shot. A full view of set or background usually including
full length view of actor or actors.
M
MAGNISCALE An object produced in larger than actual size in
order to make clear details that would otherwise be ineffective
or indistinguishable on TV.
MAKE UP — Facial makeup, etc., on talent.
MASKING PIECE or WALL Section arbitrarily used to provide
a backing for sharp or definite changes in camera angles.
MCU Medium close-up. A shot that cuts off actors or talent just
above the knees.
MINIATURE Any small model of houses, cities, automobiles, etc.
MIST SHOT A TV shot or still photo that is taken through gauze
or with lens out of focus to achieve soft or blurred effect.
(to be eontinuetl in next issue)
27 FEBRUARY 1950
35
\
*S**«
I i
We knoxo the conse-
quences and - sob -
we'll face the music.
ft was us. We done it.
We dropped the
H* BOMB
m Miami!
As if this market
weren't radio active
enough, too. And us
having our biggest
year!
Well, it's "H oui
chest. It's going to
t liange a generation
of time-buying habits
but we just couldn't
keep it in any longer.
SI A\DS FOR
1!
I
WGBS IS FIRST
again. (Nov.-Dec. 1949)
FIRST...
by 23.6% ahead of
Station B. 25.7%
ahead of Station C.
336.0% ahead of
Station D.
WGBS IS FIRST
all morning, all after-
noon, all evening long.
FLASH... Advance
report on BMB.
BMB Study No. 2
Reveals WGBS has
INCREASED AUDIENCE
BY 68% DAYTIME . . .
85% NIGHTTIME
Now — more BMB
Audience than ever
before — highest
Hoopers in Greater
Miami ... THE NEW
1950 WGBS ... at the
old 1947 rates.
50.000 WATTS
BS AFFILIATE
MIAMI. FLORIDA
RTS.. .SPONSOR REPORTS...
-continued from page 2-
Radio and TV
contribute to democracy
Public service awards by National Conference of
Christians and Jews went to WMAQ, Chicago; WBAL and
WBAL-TV, Baltimore; NBC and CBS. This marks first
award to a TV station.
NBC now
covers Alaska
10,000 watt KFAR, Fairbanks and 5,000 watt KENI,
Anchorage, together with six affiliates of the
Alaskan Broadcasting System, have become NBC sta-
tions on a unique basis. Most programs will be
recorded in Seattle on tape and air expressed to
Alaskan stations. Unusual interest programs will
be transmitted via shortwave through facilities of
Alaska Communications System. KFAR and KENI will
reciprocate with special programs on same basis.
Fabulous Captain Austin E. Lathrop owns KFAR and
KENI.
Transit Radio
finds another foe
Newest threat to Transit Radio of Washington, D. C.
is bill before the District House Committee. Aimed
at stifling commercially-sponsored transit radio,
action could set precedent for local legislatures.
Measure imposes fine of $1,000 per day for broad-
casts on street cars or buses. Considerable doubt
exists as to chances for enactment.
KXOK to give
expanded transit-radio service
KX0K-FM, only commercial station in St. Louis broad-
casting completely independent FM service, received
formal FCC approval of expansion plans 10 February.
Commission okayed sale, by KWK, of a 574-foot tower,
transmitter, and equipment. Expansion will enable
KX0K-FM to produce radiated power of 70,000 watts in
a 17,500 square mile area.
1949 third best
year for earnings
Estimated 1949 corporate earnings during 1949 were
off 21 percent, after taxes, from 1948 figures, but
total added up to third best year in our history.
Despite drop, business was still generally encour-
aging, though spotty throughout the nation, and
earnings were about twice those of 1929, the most
profitable pre-war period. Spottiness is attributed
to high labor costs, strikes, price-cutting and
advertising intensification to meet increased com-
petition.
36
SPONSOR
«"&/
QUIET, CHILDREN
Tn 9 y
~^
V
\«
In Detroit, WWJ is more than a great radio station . . .
more than a source of entertainment for the nearly one million
homes in the Detroit area. WWJ, Detroit's FIRST station, has
consistently been the leader in community service and enterprise.
Its acceptance by advertisers is indicative of the faith
Detroit has in its voice. One of America's leading advertisers has
consistently employed WWJ daily with an hour-long program for
16 years.
When you give your product story the benefit of WWJ's
community acceptance, it receives added prestige, more attentive
ears, less selling resistance . . . resulting in increased sales in a
market that did three billion dollars retail business last year!
FIRST IN DETROIT . . . Owned and Operated by THE DETROIT NEWS
National Representatives THE GEORGE P. HOLIINGBERY COMPANY
Asjooofe Television Station WWJ-TV
III,
AM-FM
Bone NBC Affiliate
AM— 950 KILOCYCLES— 5000 WATTS FM— CHANNEL 246-97.1 MEGACYCLES
27 FEBRUARY 1950
37
Mr. Sponsor asks..
Mr. Leshem
The
picked panel
answers
>Ir. Shapiro
I do not believe
that the stations
throughout the
countr y c o u 1 d
possibl) huild a
strong enough
ease to warrant
an increase in
rates. V few rea-
sons against such
an increase are:
I. \ recent
Nielsen survey shows the loss of six
percent in listening during evening
hours in the metropolitan radio homes.
This has been traced to the ever grow-
ing number of I \ sets. For example,
during June and Julv. 1949. between
the hours of 8:00 and 1 I :00 p.m..
homes-using-radio levels were oil 17
percent from L948. A similar sludv in
the New ^ ork area showed it to be ofl
21 percent. In the face of an increas-
ing television market, with a subse-
quent decrease in radio listening in
these homes, an increase in radio rates
based on a "suddenly" discovered out-
of-home audience is simpl) not logical.
2. The basi< media market which
an advertiser pax s for is people. Since
about 91 percent of all homes in the
I nited States already have a radio, the
out-of-home audience i- basically the
same as the home audience. An in-
• n ase in rates would be asking an ad-
vert isei to pa) more for the audience
he is alread) pa) ing for.
3. The growth of second and third
radios in homo can be used just as
logi< all) as a basis for an im rease in
rate- since the opportunities for listen-
W lion I ho out-of-home audience is tallied will it
entitle stations to increased rates?
Morris Shapiro
President in Charge of Advertising
Trimount Clothing Co., Inc., Boston
ing within a family have increased with
the addition of a new radio. Out-of-
home radios increase opportunities for
thi> listening but do not increase the
total number of people in an advertis-
ii - market.
I. Advertisers are not likely to go
along with such an idea when they
have been reaching this out-of-home
audience for years, especially during a
period when all media costs, based on
more tangible grounds, have risen rap-
idly.
The loss in present day listening
I this is sure to become greater as TV
sets increase) and the very small num-
ber of out-of-home radios that are un-
duplicated seem to be a major fiv in
the ointment.
Philip Leshem
Time buyer
Grey Advertising Agency
\ eiv ) ork
Last night I saw
upon the stair,
A little man who
was not there,
He was not there
again today.
He is an out-of-
home listener.
The above just
about sums up
what I think of
your so-called
"additional audience. It"- actualh
no more than a "substitute" audience.
The advertiser is alread) paying for
the little man who's not at home. He
shoiildn t have to pa\ for him twice.
Of course, the stations are NOT en-
titled to an) increase in rates because
of OUt-of-home listening. Their rale-
arc presiimablv based on circulation.
If the) can prove there is enough out-
of-home listening to make up for tin-
lack of in-home listening, then the rates
Miss Schuebel
Mr. Boggs
are justified. If they cant, then a de-
crease in rates is vcr\ much in order.
Reggie Schuebel
Director of Radio & TV
Duane Jones Company
New York
The "revelation"
about radio's out-
of-home audience
— though heart-
ily acknowledged
— gives us no
cause to alter sta-
tion rates. This
is a giant step in
the refinement of
radio research
and audience def-
inition. Rather than delivering a new
source of purchasing power, the radio
industry now confronts its sponsors
with a new challenge in copy appeal.
The out-of-homer has always been
there in bis automobile, office, tav-
ern, etc. Along with the "convention-
al'' living room listener, he has tuned
in his favorite program?-, listened to
the advertising message, has changed
his smoking, clothing, eating habits de-
pending on the strength of that com-
mercial. V\ hen the final results of a
radio advertising campaign have been
computed — increased business against
advertising dollars spent — purchases
bv the out-of-home listener have been,
and remain, verv much in the picture.
Those sales have always been counted
towards a renewal or cancellation.
That's the real clue to the develop-
ment ol "realistic" and saleable" ra-
dio rates in American broadcasting.
Station men can run Fridens into nerv-
ous breakdowns with myriad station
claims. But when the Missouri-bred
advertiser checks v on with direct sales.
premium offers etc., rale- must stand
up against other stations and other
38
SPONSOR
media. Its all a matter of price or
programs. Both can be adjusted until
a station has won its largest possible
share of listeners I regardless of loca-
tion • for the lowest cost to the adver-
tiser and yet at a rate high enough to
"irate a permanent rate card and satis-
f\ station stockholders.
Our personal results with Timet )
(aimed at an afternoon woman's audi
ence) wherein factory and office work-
ers participate so keenly that several
have won jackpots suggests that cop\
problem to advertisers and cop\ writ-
ers. No longer can we talk to the
"ladies'" during the day. Or the house-
holder alone at night. The sponsor
would do, well to keep in mind the
definition of radio's audience. The un-
seen listener is no longer a nebulous
character in "blue skv." He has taken
shape, his position fixed. The adver-
tising message must reach out and
sell all of these listeners or the sponsor
is coasting along on six cylinders when
the Cadillac is willing and anxious to
deliver the power of eight.
Norman Boggs
Executive Vice-President
WMCA
New York
In spite of the
fact that recently
everyone is refer-
ring to the out-
of-home radio
listenership as a
newly found au-
dience. I do not
feel that it is
newly found at
all. Actually they
are the same lis-
teners in the radio homes being
reached while away from home sets.
Of course, an advertiser is reaching
more of the potential audience in a
market through out-of-home listening.
However, I think we have all been con-
scious of this audience for several
years and stations have been selling it
as a plus on which they had no defi-
nite data. Simply because this audi-
ence is now more clearly defined does
not, in my opinion, justify a rate in-
crease. Rather than a rate increase,
why not use this new audience as a
new selling point ... an audienc." tele-
vision cannot reach?
Frank A. Daniel
Chief Timebuyer
Lennen & Mitchell Inc.
New York-
Mr. Daniel
WDSU'TV
hits a new note . •
HIGH "SEE'!
ONE 3-MINUTE SPOT
SELLS OVER $1500.00 TO
TV-WISE NEW ORLEANIANS!
Inexpensive upholstery fabrics were featured
in a 3-minute spot by a local department
store. No other advertising of any sort was
used. RESULTS: Sales of over $1500.00.
WDSU-TV HITS AGAIN WITH HIGH "SEE"!
Ask Your JOHN BLAIR Man!
s ; ii in in in
I!
EDGAR B. STERN, JR
Portner
ROBERT D. SWEZEY
General Manager
LOUIS READ
Commercial Manoger
27 FEBRUARY 1950
DEPARTMENT STORE
JEW EERY
SPONSOR: I). H. Holme* Co. M.I MY: Direct
CAPSULE CASE HISTORY On a 15-minute telecast
featuring concert music a three-minute commercial was
dex oted to drapery fabrics. During the following week, 72
persons called on the drapery department and specifically
asked to see ""the draperies advertised on television." Vo
other advertising of any sort was used. As a result of the
heavy response to the TV spot, $1,565.60 worth of the
fabrics was sold. The sponsor knows now that buyers
stop. LOOK and listen when goods are shown on video!
WDS1 I \ . New Orleans PROGRAM: Concert music
SPONSOR: Kranich Brothers AGENCY: Direct
CAPSULE CASE HISTORY : This sponsor was left
with time on his hands until he used TV. Some 500 Howdy
Doody watches were purchased and advertised through
the usual channels with very poor response. Then three
20-second TV announcements adjacent to the Hoody
Doody Show were used. All the watches were sold with-
in a week. The Kranich Brothers are quite convinced that
TV can tick off sales like clockuork and they are now
year-round advertisers via video.
W(. VL-TV, Lancaster, Pa
I 'lit ii ■ I; \ M Announcements
TV
results
-it-
ACTOMORILES
SPONSOR: Motor Sales
AGENCY: Brant Gunts
CAPSULE CASE HISTORY: These sponsors made a
huge profit on one program and it was done as easily
as this: A 1946 Dodge for $995 was shown as a special on
a silhouette quiz program. Less than an hour later, the
car had been sold: this was before it reached the show-
room. Five others wanted to buy the automobile on the
spot. Less than 48 hours later, five more used cars were
sold as a direct result of the show.
WAAM-TV, Baltimore I'K'Ot.HAM: Shadou Stumpers
CONFECTIONERY
SPONSOR: Bishop Candy AGENCY: Franklin Brack
CAPSULE CASE HISTORY: Video is a sweet medium
for this manufacturer. His Hail the Cham]) show fea-
tures a write-in contest allowing children at home to win
prizes. They send in a candy bar wrapper along with their
contest answer. The first shoiv drew 700 wrappers —
reached 15,082 — and is steadily increasing. The client
reports that sales have increased over 500 percent. Re-
cently, another Bishop product was plugged ami an im-
mediate sales increase was the happy result.
Kl VI TV, Hollywood PROGRAM: Hail the Champ
HANDICRAFT
SCHOOLS
SPONSOR: N. Y. Technical Inst. AGENCY: Moss Associates
CAPSULE CASE HISTORY: The sponsor got an
"education ' from his use of video. Four one-minute film
commercials were used in the second portion of Wrestling
From Chicago. On a single Saturday evening, a booklet
was offered. Combined phone and mail response reached
200. Enrollments reached 78 for a week — an all-time
high. As a result of their TV activity, the school has in-
creased both the number of classes in each course and the
space for same.
WABD, New York
I'liiH.li \\l // resiling From Chicago
SHOE*
SPONSOR: Burgess Battery Co. AGENCY: Ross Roy-Fogarty
CAPSULE CASE HISTORY: TV brought some high
i ullage results for the Burgess Battery Co. The program
consists oj intervieu s with famous and interesting hobby-
ists with a hobbj demons/union by the MC. In one week,
the show had increased batter ) sales //s much as 156 per-
cent with mail response hitting as high as 2,000 letters
and postcards in one neck. The show's producers expat
response to be even better this spring with the show's ac-
tion being stepped up for the "younger audience in the
for rrinlii e bit) mil Sta ■
SPONSOR: National Shoes AGENCY: Emil Mogul Co.
CAPSULE CASE HISTORY : Sponsor and agency fig-
ured on 1,500 replies to a test offer and got 7,772 letters.
The offer consisted of a certificate entitling sender to a 20
percent discount on national merchandise. A time limit of
48 hours was imposed to minimize mail from people who
had been informer/ of the offer by someone else. Only two
brief mentions uere made during the firm's hour-long
Western film telecast and 7.772 letters and postcards
poured in. Iclual sales because to profit by the offer cus-
tomer had to bin '.
\\(.\ I \. ( hicago
PROGR Wl. Hobb) Paradt
\\ VIA. Newark
PROGRAM: Western feature
WILMINGTON I DELAWARE
t
4 4
f
on*
(tfUAs
m/H
WDEL-TV advertisers are certain
of three important things. First,
they are assured the clearest picture
for their products. Second, they
reach the entire Wilmington,
Delaware market — the chemical
capital of the world. Third, their
advertising is seen and heard by an
established, enthusiastic audience
show ing a consistent and phenomenal
growth. NBC network shows and
versatile local programming make
WDEL-TV a necessity in this
market. Write.
LANCASTER, PENNA.
WGAL-TV is an advertising must
in the large, prosperous Lancaster,
Pennsylvania market. It is the
first and only television station
in the area, no other TV station
reaches this important section.
The number of its viewers is
showing an amazing growth.
Audience loyalty and appreciation
are assured through skillful local
programming and the top shows of
all four television networks —
NBC, CBS, ABC and DuMont.
No matter what your product
— if you want to sell this extensive
Pennsylvania area you need
WGAL-TV. Write.
TV- AFFILIATES
Represented by Robert Meek
er Associates
CHICAGO SAN FRANCISCO 1
•JEW YORK LOS ANGELES
STEINMAN
STATIONS
Clair R. McColloug
h, General Manager
WGAL WGAL-TV WGAL-FM
WDEL WDEL-TV WDEL-FM
Lancaster, Pa.
Wilmington, Del.
WKBO WRAW
WORK WEST WEST-FM
Harrisburg, Pa. Reading, Pa.
York, Pa. Easton, Pa.
21 FEBRUARY 1950
41
ij~~~ IN POPULARITY BY
^ W= SURVEY
V
Sunday thru Saturday
WCPO-TV
TV Station 'B'
TV Station 'C
C. E. HOOPER
6:00 pm-IO:30 pm Nov. -Dec.
Latest
54.3%
31.5%
14.2%
PULSE (January)
6:00 pm - Midnite
48.7%
27.0%
24.3%
VIDEODEX (January)
6:00 pm - Midnite
46.7%
36.5%
16.8%
WCPO-TV
Channel 7
Affiliated with the
Cinti. Post
Represented
by the
BRANHAM CO.
fi
WEWS, Cleveland
is another
Scripps-Howard
TV Station— 1st
in the market.
CINCINNATI, OHIO
510 Madison
^Continued from page 7)
affect the other. All media affect each
other whin you have money to spend.
I elc\ ision takes away more from radio
Listening than from other media and.
therefore, with the growth of television
there must come a retrogression of
radio. All this does not mean that
1950 will not he a good year for radio.
Television has a Ion- wa\ to go. Radio
i- -'ill the basic huv.
I he advertiser who takes his radio
money and throws it in the television
is naturally not getting the homes per
dollar that radio gives him. The way
I feel, a certain percent of the dollars
you spend on television should be ac-
tual advertising budget money. The
rest of what \ou spend on television
should come out of a fund set up for
an investment in the future. In other
words, if you have a four million dol-
lar budget and can afford to spend
s Kid.dlli i ol \ mil budget on telex ision,
you might well go as high as $600,000
or $700,000, but be careful to take the
money out of profits and future and
not from other media.
I eventually see radio networks as
supplementary buys to a television net-
work for nighttime purchases. What
happens in the daytime is anvbody's
guess right now.
Don P. Nathanson
Director of Advertising
Toni Company
Chicago
COMMENTS ON BMB
I ha\c noted \our BMB editorial in
a recent issue.
Let me hold up a red lighl before
you fall into an error that man) have
stumbled into. You lament the fact
that BMB has lapsed into a measure of
popularih instead of staying in the
circulation field. You call the pro-
gram ratings measures of popularity.
The\ are. But so is BMB. Ever) mea-
sure of circulation is a measure of
popularit) .
IVople don't bin a newspaper miles.-
the) like it.
People don't bin your magazine mi-
le-- the) like it.
People don'l listen to a i adio station
iinle-.s thc\ like it.
42
SPONSOR
CIRCLE Four . . . CHANNEL Four . . . Four O'CLOCK
1 his brand can pull audience for your brand in Washington, D. C. Just a few short weeks ago,
(five, to be exact) WNBW began the "Circle Four Roundup" providing an organized vehicle for
Western movies at four o'clock each afternoon, Monday through Friday. To prove audience and meas-
ure reaction, WNBW offered the "Circle Four Roundup Rangers" membership card to youthful viewers.
T.
he results have been literally overwhelming. O/er 20,000 members have written in to date. The
one-hour-and-fif teen-minute period holds a 24 rating, ten times the highest rated competition on three
other stations at the time.* These loyal WNBW fans are waiting for your message. Participation
in regular meetings of the "Circle Four Rangers" are available. Call WNBW salesmen, or NBC Spot
Sales.
Re
^easons for the sensational audience acceptance of "Circle Four" promotion and programming hint
of other choice locations. A hard-hitting threesome is yours on WNBW .... habit viewing,
strong promotion and choice programming. In a recently concluded survey,* it was not by chance
that WNBW, with at least two other stations on the air, held 76 ( \ of the 149 quarter-hour periods
rated as either first or second in popularity.
Res
ch Bi
NBC TELEVISION IN WASHINGTON
21 FEBRUARY 1950
43
ARE
YOU
DYING
TO GET
READY (Ky.)
., to „et Ready {&■) ~ W *
lf you Ju* can't ««" « ainH wi lHng,
w enUee y o«a/eer«.ar* .No,
or able, to get Beady. .^ Trad ing
But «e've already got ^ ^.^
Area , W itbo»t ?»« where realization * a
to one plaee in KenlU ^ n , „,, . 2 7-connty area
»ot better tnanant.e : pa»O betteo#ihantheir
wb ere tbe people - fihestate
— T — 1, „eat,y Prepay Parage,
WAVE give* yon th« what 9ay . are
you stiU itching to g
rather get results?
WAVE
HBC MHLIWE
FREE & PETERS, INC
5000 WATTS • 970 KC
NRTl 0NAL REPRESENTATIVES
Conclusion : "Circulation" and "Pop-
ularity" cannot he separated. Circula-
tion is a reflection of popularity.
The technical question boils down
simply to a matter of whether, in his
reporting of stations used, the listener
is undid) influenced b) his most fa-
vored programs. The comparisons we
have made with diary studies and with
telephone coincidental indicate he is
not. But we also know we have to be
careful in the wording of the question
in order to get valid results.
I think this adds up to the fact that
circulation-wise and popularity-wisi
the network affiliates will usuallv draw
down the larger audiences. The ex-
ception, ol course, will be those times
of the day and those seasons of the
\car when the independent program-
ing excels the network programing in
quality and audience acceptance.
Kenneth II. Baker
Broadcast Measurement
Bureau Inc.
Vew York City
99 TV RESULTS
I am very much interested in obtain-
ing a complete file of all of the tele-
vision success stories which you have
published. I think you have done an
outstanding job in the field, and you
certainly have won the acclaim of the
entire tele\ ision industry.
I would like to get a copy of the
brochure which you had made up in-
cluding a great many of the television
success stories, as well as am of the
subsequent issues of SPONSOR which
contained additional television success
>Ioi ic>.
Please bill the station for whatever
charges are involved for this material
"ii TV results.
Albert J. Gillein
WSYR-TV
Syracuse, New York
On page 7 of the 16 January issue,
1 read thai you ha\<> a report on "99
l\ Mesults." and that a copy is avail-
able. 1 would appreciate one of these
verj much.
C. E. Ri< k \m>
Executive Vice-President
Clark & Richard Inc
Detroit
','"•', " "•-"-" •*« off ,.„ p WIi n ,. x ,
'"■"" ' li ■- an expanalon ..f tl„. <>r iui..nl r,.p„rt.
ii «.ll be complete!) Indexed ;....! categorlacd.
Memo From Alaska
TD: _J('( NBC advertisers
FROM: KFAR a ,J KENI
are
(Effective immediately, nr/itl and hfclil
affiliated with liijL and our facilities are avail-
able to IiIjL advertisers.
Uloii should Know that fir/ill in ^rairbanhs is
10,000 watts on 660 he and llhlil in ^tnchor-
5,000 watts on 550 he — s^rlasha s two areat
aae is
f/
tations seitina ^rtasha s two taraest markets !
"/
r
we Suaaest uou contact
or uonr
r
M<
am
^Jo buu sates in — ^ftash,
the llHL Scales .^Department
Ulouna office.
Kl Alt £_
Fairbanks p^M>
ft
Affiliates
Represented by Adam J. Young, Jr. — I\'ew York and Chicago
National Advg. Mgr. — G. A. Wellington
822 White-Henry Stuart Bldg.
Seattle 1, Washington
KKM
Anchorage
27 FEBRUARY 1950
45
FARMER WANTS TO BUY
{Continued from i>age 21 i
One tack apologists for radios neg-
1' ■< I lake is this: that manufacturers of
farm equipment have cut advertising
budgets because demand has consis-
tently exceeded supply. The facts do
not substantiate this.
\< curding to P.I.B. reports, such
manufacturers -pent $40,691,829 for
newspaper and magazine advertising
in L945; $13,682,862 for radio. In
L948 (at this writing, figures for 1949
have not been broken down), the)
spent $79,655,398 in magazines and
newspapers, an increase of 96 percent.
That same \ear. expenditures allocated
to radio were $19,128,150, an increase
of onl\ 4(1 percent. It is impossible to
report what percentage of the radio
figure was spent in direct appeal to
the farm potential, but all indications
are that it was so nominal as to be
practically non-existent. Heaviest in-
crea>c- were in the automotive indus-
try, via network radio, with no hard-
hitting, direct selling to the farmer.
It
CUESS WE OUGHTA BUY EM
BOTH, ELM! REV!"
w,
ith incomes far higher than the national average,
our wealthy Ke<l River hayseeds have all the dough they
need for fux-vour-rious living! ARE YOU GETTING
VOIR SHARE?
There's a sure-fire way to sell our high-spemlin' farm-
ers. It's WDAY. Fargo. This remarkable station got
the nation's highest urban Hoopers (for Total Hated
Periods, Dee. '48-Apr. '49) and in addition, WDAY has
a phenomenal rural coverage of the whole Red River
\ alley!
Our wealthy hayseeds and "city-folk" not only listen
to WDAY ahout five times as nut. h as to any other sta-
tion; thev also hay the products they hear advertised
over II DM .'
\\ rite to us or ask Free «!C Peters for all the facts
about this fabulous station!
wwy
FARGO, N. D.
NBC • 970 KILOCYCLES • 5000 WATTS
FKFF «X FFIFKS. INC.. Exclusive National Representatives
And Farm Journal figures show that
75 percent of the entire new potential
customers live on farms and non-rural
farms . . . that 60 percent of the wait-
ing markets exist where only 40 per-
cent of the people live.
According to an estimate based on
the results of a sampling survey com-
pleted late in 1949 by the Edison Elec-
tric Institute's Farm Section, three-
quarters of a billion dollars is the im-
mediate market for electrical appli-
ances on the American farm.
There are 200 separate uses for
electricity on the farm, including
household appliances; 90 for electric
motors used outside the home. Frank
\\ atts. executive assistant of the Farm
Journal, has done exhaustive studies
on the farmer and how he plans to
spend hi- money in 1950; he states
that there is a farm appliance and
working equipment potential of $4,-
226,367 for every working dav!
Interviews with 2,377 farm electric
customers in 19 states representing
every section of the country indicate
an average retail market for electrical
appliances of about $150 per cus-
tomer. The survey was conducted
among farm customers by 26 electric
operating companies.
It shows more than 40 different
types of electrical equipment are de-
sired immediately : home freezers, elec-
tric water systems, and ranges respec-
tively lead in demand. The study,
projected on the basis of the total num-
ber of electrified farms, indicates that
nearly a quarter of a billion dollars in
retail sales is represented by the de-
mand for food freezers; and over $90.-
000.000 would be expended for the
pumps alone in water s\stem installa-
tions. Willi 41 percent of rural cus-
tomers already cooking with electric-
ity, an additional 12 percent want elec-
tric ranges.
Fourth in demand are electric wa-
ter heaters, representing about $70..
1)00.000 in dealers sales. Over $50.-
000.000 worth of electric refrigerators
is also indicated, despite the fact that
about 85 percent of farm customers
Imi e them already.
The surve) further reveals that 36
percent of farm electric customers
cook with wood, coal, oil or kerosene,
while 23 percent use bottled gas. Elec-
tric water systems are being used 1»\
65 pen cut of these customers. In the
number of such systems already sold
to those interviewed, the greater num-
ber of sales were made by hardware
46
SPONSOR
all
time buyers
get
into fixes
like this
And use SRDS to help
get out of them
Late one afternoon the agency's top client phoned.
Would the Time Buyer ready a list of station recom-
mendations in 22 cities by the next afternoon? The
client had just got wind of a competitor's plan to
break a test in those cities and wanted to get in at
the same time to jam it. Had to work fast!
The Time Buyer buckled down to a double day's
work. No time to call the reps. No time for look-
ing up information. No time for any help, except
his own long experience and the Radio Section of
SRDS.
The next afternoon his recommended list was ap-
proved.
STANDARD RATE & DATA SERVICE, Inc.
The National Authority Serving the Media Buying Function
Walter E. Botthof, Publisher
333 NORTH MICHIGAN AVENUE, CHICAGO I, ILLINOIS
NEW YORK • SAN FRANCISCO • LOS ANGELES
Such Service-Ads as this in the SRDS
Radio Section help Time Hu\crs pick the
right stations.
Main radio stations help Time Buyers working un-
der such pressures by supplementing and expanding
the information in their SRDS listings with Service-
Ads, like the WHDH Service-Ad shown here.
"When I'm using STANDARD RATE," one Time
Buyer tells us, "I'm looking for certain things. I'm
not reading. But, if I see an ad which gives station
coverage or other useful facts not in the listing. I
make it a point to check it. I have to be familiar
with each station. That's what makes SRDS so im-
portant to me."
When you re comparing stations, make sure to check
the station Service-Ads as well as their listings in
SRDS.
Note to Station Man-
agers: The SPOT
RADIO PROMOTION
II VNDBOOK reports in
detail what sort of in-
formation helps buyers
decide "which stations
they want." Copies are
available from any
SRDS office or repre-
sentative at a dollar
each.
27 FEBRUARY 1950
47
dealers, with plumbers second and
electric appliance dealers third.
Of the 1.754 customers having wa-
ter systems, only 224 had been solicit-
ed by the dealer for their business.
Phere's nothing wrong with over-the-
transom business, but think how much
brand impetus could be gained by
speaking directl) to the fanner, in his
own language, on the cherished, estab-
lished farm programs.
An extensive surve) of its farm au-
dience was recently completed b) the
WI.W Research Department to ap-
praise what the WLW-land farmers
plan to buy: and how much they plan
to buy in 1950. The survey covered
458 farm families and verifies the larg-
er surve\ s :
Percent of
Farm Families
Planning
Farm Consumer Market to Buy
1. home freezer 22.9%
2. electric hand iron 11.5
3. vacuum sweepei 11.1
1. electric range . 10.8
5. wringer type washing
machine 9.9
6. new refrigerator 9.6
7. television set 7.3
8. fully automatic washing
machine 4.8
9. automatic ironer _ 2.9
Id. spinner type washing
machine 1.9
SOUTHWEST VIRGINIA'S PiO+t&eA, RADIO STATION
M**
-^.o QTXT10N AUDIENCE W DE *' ™£ 1N !*
•HOOPER STATION # RoaNO re,v.
SHARE OF BROADCASTS
HOMES USING SETSj^J^
24.9 1 19.1
Monday thru Friday 20 .5
8 ,00AM-V2.00Noon \ __j 1.4.0 °-
r 4.5
Monday thru Friday ■
TIME
^WNoon-6:00PM
Sunday thru Saturday
6;00 PM-10.30PM
15.4
1.5
68.8 I l4 - 3
Get the entire story from
FREE & PETERS
Ml
It
BJ
CBS • 5000 WATTS .960 KC
Jjj
M
Owned and Operated by the
TIMES- WORLD CORPORATION
M ■
II
w
W0W
ROANOKE. VA.
JC, National Representatives
7m ^5i
FRE)
Z & PETERS. II
Farm Industrial Market
1. fencing }<> i,
2. new farming implements 35.4
3. paint-:
house __ 27.9
harn 15.1
outhuildings 17.2
4. truck- 7|
In terms of number of farm fami-
lies planning to buy. this totals 690.-
000 in the WLW listening area. In
terms of cash — based on estimated
unit prices obtained from dealers and
distributors— it adds up to $890,000.-
000.
Yet Donald L. Miller. WLW Direc-
tor of Research, has this to say :
"I am sorry that we are not able
, to relate . . . any 'success stories' as
regards advertisers taking advantage
of this great, new farm market which
has just opened up to them. Our sales
department advises me that they have
not. It seems to me that advertisers
are missing a good thing, when a re-
gional station such as ours, with em-
phasis on rural coverage, cannot point
to increased advertising of electrical
appliances to the farm and rural mar-
ket."
Using home freezers as a yardstick,
let's see how the national picture look-.
The Big Five of home freezer manu-
facturers are. in ranking order, Gen-
eral Electric. Philco. Frigidaire, West-
inghouse, and Deepfreeze (Division of
Motor Products Cot p. >
General Electric used no radio dur-
ing 1949 to plug freezers generalK or
directly to the farm audience. None is
planned for 195(1. Freezers were ad-
vertised on GE's House Part) via CBS.
but the program went off the air in
December of 1948.
Philco occasionally plugs refrigera-
tors and freezers as a participant on
the Don McNeil Break fast Club on
ABC. but tlii* is directed to the general
audience. No increase in radio adver-
tising is planned during 1950.
Frigidaire directed no radio spe-
cially to the farmer in L949, plans
none this year.
\\ cstinghouse. too, has no plans for
the farm market. \ ia radio.
Deepfreeze spent $500,000 in 19
media during L949, but none of it
for radio, and use of the medium is
not planned llii- \ ear.
Other home freezer manufacturers
listed in the Standard Advertising Reg-
islet last \car slack up like this I fig-
ures and breakdowns are given wher-
ever available i :
Amana Societ) Refrigeration i<>tal
of $150,000 in 18 media, includ-
48
SPONSOR
Real-Hfe e.xumplvs 00 f
how to make a TIME sale
Example 1 :
A large beer distributor using a list of New England
stations carefully analyzed a SPONSOR round-up
story titled "Beer on the Air." Result: it increased its
radio appropriation 100% on every station over which
it advertised.
Example 3:
Two advertising agencies in a large city told an iden-
tical story. In both cases a client had curtailed radio
advertising for the 1949 summer. In both cases the
agency gave its client a copy of SPONSOR'S summer-
selling issue. Result: in one case $12,000 of radio
advertising was reinstated; in the other $48,000 was
reinstated in one area alone.
Example 2:
A 50,000-watt station in North Carolina advertised
an available daily program via a full page in SPON-
SOR. Result: the advertising manager of a large drug
firm contacted his advertising agency and requested
that they buy it. They did.
Example 4:
A station in Virginia had failed to dispose of its ex-
pensive baseball package and the season was about to
start. Then the manager received his current SPON-
SOR containing an article on baseball sponsorship.
Result: over the week-end he showed a prospect the
SPONSOR "evidence" and landed his contract.
These are only several of the many scores of sales which have been reported to SPONSOR as a
result of its "use value" concept of publishing. One third of all radio stations contacted during
a thirty-day across-the-desk survey reported one or more sales that had come about, di-
rectly or indirectly, through the use of SPONSOR.
SPONSOR is 100% devoted to the use-interest of broadcast-minded agency and advertiser
executives. Its paid subscriptions among broadcast-minded buyers is the largest in its
field. Its pinpointed appeal, bright format, and easy-to-read pages insure intensity of reader-
ship. Whether your list permits only one magazine or several, SPONSOR is the buy.
SPONSOR
For buyers of Radio and Television
Mr. Advertiser:
TELEWAYS
TRANSCRIPTIONS
One manufacturer increased his
business 20', with one 15 minute
TELEWAYS show per week. YOU
can do the same!
The following transcribed shows
now available: —
• TOM. DICK & HARRY
156 15-Min. Musical Programs
• MOON DREAMS
156 15-Min. Musical Programs
• DANGER! DR. DANFIELD
26 30-Min. Mystery Programs
• STRANGE ADVENTURE
260 5-Min. Dramatic Programs
• CHUCKWAGON JAMBOREE
131 15-Min. Musical Programs
• JOHN CHARLES THOMAS
260 15-Min. Hymn Programs
• SONS OF THE PIONEERS
260 15-Min. Musical Programs
• RIDERS OF THE PURPLE SAGE
156 15-Min. Musical Programs
• STRANGE WILLS
26 30-Min. Dramatic Programs
• FRANK PARKER SHOW
132 15-Min. Musical Programs
TELEWAYS
RADIO
PRODUCTIONS,
INC.
Send for Free Audition Platter and low rates on
any of the above shows to:
8949 Sunset Blvd., Hollywood 46, Calif.
Phon« CRestview 67238 — BRadshaw 21447
To SELL the PEOPLE Who Buy
The MOST in the
POPULATION
Over 4 Million
RETAIL SALES
Over 2 Billion
Use
•v
v \\ \\ \ 1 ' ' ' // / /
On
>JCFAB
°°0 WATTS OMAHA »»*" cs
•'J
ing radio.
\merican Refrigerator — 10 media;
no radio.
Coolerator — 17 media, with $150.-
000 allocated to magazines; $25,-
(l(M) to trade papers; $100,000 to
farm papers, and S75.000 to mis-
cellaneous; no radio.
S haefer Co. — nine media; no radio.
Sub-Zero Freezer Co. — trade papers
onl\ .
Whiting Corp. — newspapers, busi-
ness papers, and magazines only.
Wilson Refrigerator — trade and
farm papers only .
The tenor of WLW's comments to
SPONSOR are echoed by the majority of
farm stations. There are exceptions,
of course, and when they occur they
stand out brightly in a dull picture.
The W N \X (Yankton) Farmstead
Improvement Program is paying off
on its basic idea of "stimulating the
imagination of farm families in achiev-
ing a more gracious way of life on the
Midwest farmstead. " Currently par-
ticipating are General Mills Tru-Heal
irons; Utility sanders-polishers: West-
inghouse coffee makers, electric grid-
dles and toasters: Waters-Conley home
pasteurizers; Speed Queen washers
and ironers. and Tokheim air com-
pressors. In addition, there is a daily
news program sponsored by the Cres-
cent Electric Co. I GE distributor!. D.
K. Baxter Co. sponsors a 15-minute
strip for Frigidaires. International
Harvester used a substantial announce-
ment schedule to promote their new
line of refrigerators and home freez-
ers.
WGY and WRCB-TV. Schenectady,
noted an increase in such advertising,
but on a pre-Christmas level.
WMT. Cedar Rapids, currently has
10 appliance sponsors: one national
manufacturer, three distributors, and
-i\ dialers. Three of the dealers spe-
cifically bought farm time: two of the
remaining three have so-called general
lime when a farm audience is avail-
able.
Writes Bill Ouarton, WMT's gen-
eral manager, "When you sav there is
a tremendous made-to-order market on
the farms, you are putting it mildly!
The electrical appliance people seem
to be catching on — finally. Now, if
we can just get the farm machinery
manufacturers started, we will have
accomplished a great deal."
But, as we say, these are exceptions.
More typical arc these, picked at ran-
dom from the several dozen received
by sponsor.
KAYX. Waterloo: "Although we
have experienced a small increase in
volume of business from electrical ap-
pliance dealers, which is all coopera-
tive on the part of the manufacturers,
these increases, in our opinion, have
not been proportionate to the increased
demand or ability to huv. especially
on the part of our farm listeners."
WGAR. Cleveland: "As of this date,
none of the manufacturers, distribu-
tors, or dealers of electrical appliances
have advertised on either our own
farm broadcasts or those of other sta-
tions in this area . . . though it is obvi-
ous there is a strong market."
WPTF. Raleigh: "Generally, adver-
tising for electrical appliances has not
kept up with the demand for these
items. The reason for this is partly
our own failing. Advertising money
is handled largely by the distributors.
Most of them have preferred to spend
this money through their dealers. A
50.000 watt outlet doesn't get much of
this. Guess it is just going to take time
to wear out their resistance."
KDKA: "From my contact with
many farmers in our 117-county area,
I personally feel that the buying pow-
er is very high. We feel that sellers,
dealers, and distributors are not tak-
ing advantage of this situation."
WFBM. Indianapolis: "I would say
that the sellers, dealers and distribu-
tors are NOT making capital of the
situation."
KMA. Shenandoah: "During the
past four years. KM \ has received less
time orders for electrical appliances,
but more for hardware, poultry and
hog feeds. In 1946, we had approxi-
mately 200 minutes of appliance ad-
vertising every week. Today we have
100 minutes, a 50 percent decrease.
Yet the increase in income and rural
electrification shows the manufactur-
ers are missing the boat.
"More than that, here's an example
of what can be done in farm radio:
Continental-Keller Co. (retail store in
Council Bluffs. Iowa i started with a
small spot schedule on KMA 10 years
ago and grossed $200,000 a year. To-
day they're across-the-board with our
7.45 to 8 a.m. newscast and last year
grossed over $1,000,000. The com-
pany president. Julius Bosenfeld. cred-
its KM \ with this remarkable in-
crease, and their advertising is done
solely on home appliances."
Whv this low-vitamin revenue diet
in the midst of plenty?
50
SPONSOR
Off-the-record comments among ad-
vertising men connected with large
manufacturers point the finger toward
the front office where, they say, a lot
of "hide-bound thinking" and "old-
fashioned selling ideas" are en-
trenched in the driver's seat. Most
manufacturers think in terms of the
overall, national picture, second-hand-
edlv of regional markets. They expect
the distributor to carry the load local-
ly. Manufacturers, they continue, just
can't be convinced a customer will bin
his product sight unseen, hence con-
centrate on pictorial papers and maga-
zines. One company man thought it
"would be a heck of a fine idea" to hit
the farm market by radio, but wasn't
hopeful of selling the idea.
If the manufacturer remains uncon-
vinced, what's being done now to
change his mind? Actually, very lit-
tle. Radio has done a crackerjack job
of developing farm programs; of win-
ning the loyalty of the most individual-
istic segment of American listeners.
But when it comes to selling the manu-
facturer on taking advantage of that
made-to-order audience, it's another
story. Some stations admit they
haven't tried hard enough; that their
efforts have lacked consistency and
drive.
One station representative expressed
it this way: "There's a big selling job
to be done which isn't being done.
Reps are aware of the tremendous po-
tential market, have talked about it,
but are 'too busy' to make the neces-
sary consistent client calls. It's an
industry job. and it's difficult — physi-
cally, financially, and because of in-
evitably directed interests — to do an
institutional job.
"The networks are too busy knock-
ing themselves out competing with
each other to develop this and other
markets, and most agencies and reps
are following the same line of least
resistance."
Concensus is that the BAB is the
agency for the job. though it is work-
ing on a relatively small budget
(ANPA, which does a constructive sell
for newspapers, has a yearly budget of
$1,000,000.) "Once the BAB has the
time and backing to operate to its full
potentialities," added another repre-
sentative, "we can look for them to
carry the farm and other stories to
the top and, with no axe to grind, talk
in an unbiased manner with no sta-
tion or group of stations in mind-
something no station rep or network
27 FEBRUARY 1950
He Fences In
All Types of Homes
His audience is as wide as the country; he appeals to
housewives in Oregon, farmers in Texas, laboring men
in Michigan. Says Mr. D. W. Thompson, Secy-Treas.
of the Angelina County Lumber Co., Lufkin, Texas, to
Station KTRE:
"Mr. Lewis' stand on old-time Americanism is just what
this company likes to keep before the public. We are
pleased to tell you that his program has a very wide
listening audience in all types of homes: that is. among
the laboring class, as well as among the business-men
and management, and farmers. Our company owns
foresllands in other counties . . . and the wide coverage
afforded by KTRE facilitates our taking to the people a
very fine daily news commentary."
Lively, stimulating, widely followed, the Fulton Lewis, Jr.
broadcast is currently sponsored on more than 300 sta-
tions, ll offers local advertisers the prestige of a network
feature, at local time cost with pro-rated talent cost.
Since there are more than 500 MBS stations, there may be
an opening in your city. If you want a ready-made audience
for a client lor yourself), investigate now. Check vour
local Mutual outlet -or the Co-operative Program De-
partment.